Factory 360’s Michael Fernandez was quoted in the Financial Times on the topic of World Cup sponsorships in an article entitled, “The Advert That Scores From the Sidelines:”

“After paying significant amounts for the privilege of associating themselves with football’s governing body Fifa, several sponsors have been forced to distance themselves from the tournament because of the protests and focus instead on the wider theme of football or the national team. Criticism of Fifa, which is facing corruption allegations over the 2022 tournament, have not helped either. “You are associating your great brand with a brand that might have a lot of baggage and you might actually suffer for it,” says Michael Fernandez, founder and chief executive officer of Factory 360, a marketing agency in New York”