Going public

Shoes from Adidas, the world's second largest sports apparel firm, are displayed before the company's annual general meeting in the northern Bavarian town of Fuerth near Nuremberg in this May 8, 2014 file photograph. [Photo/Agencies]

FIFA bribery scandals

It is unusual for sponsors to say anything publicly on such a sensitive issue and the comments reflect concern over the knock-on effects on their image.

"This underlines that companies need to make sure that any high profile association enhances their reputation rather than damages it," said Andy Sutherden, Global Head of Sports Marketing & Sponsorship at communications firm H+K Strategies.

FIFA, which Blatter has led since 1998, earned almost $1.4 billion last year, including more than $600 million from the sale of broadcasting rights and more than $400 million from sponsors and other marketing partners.

Sony, Adidas, Visa and Coca-Cola are among six main FIFA sponsors who collectively paid around $180 million last year. Sony's sponsorship agreement, which also included the 2010 World Cup, expires this year, giving it particular leverage as it negotiates a new deal.

Airline Emirates, whose sponsorship deal is also up for renewal at the end of the year, declined to comment.

South Korean carmaker Kia Motors Corp, which shares sponsorship of the tournament with its affiliate Hyundai Motor Co, said in a statement: "We are confident that FIFA is taking these allegations seriously and that the Investigatory Chamber of the FIFA Ethics Committee will conduct a thorough investigation."

The Sunday Times printed new accusations on Sunday, just four days before the 2014 tournament kicks off in Brazil, alleging that then-Asian football chief Mohamed Bin Hammam, a Qatari, had brokered meetings between Qatari officials and governments to discuss bilateral trade deals.

Qatar denies Bin Hammam was connected to its bid for the Cup. Bin Hammam has not commented. FIFA has already banned Bin Hammam for life from soccer over accusations he paid bribes to win votes for a bid to become FIFA president. That ban was overturned but another was imposed for conflicts of interest.