FIFA Investigation

Hey All,

I don't post on here often but am curious to hear the intelligent thoughts of the investors here.

You may have heard about FIFA (Soccer) handing down their report on corruption over the ding process. Many have suggested very strongly that this report stinks even if taken into a fish market.

Cocal Cola and Emirates are two MAJOR sponsors of the sport and what I am interested in. Especially CCL as you will see below.

CCL have announced (from Atlanta) a full investigation into the relationship between the organisations. Many here will assume that rubber stamps will be placed on every page of every investigatory document and nothing will change but I am curious as to what impact and what inferences might be made.

1. If nothing is "found" does this suggest that CCL perhaps have an advantage in this space over the competition and their ability to secure sponsorship deals?
2. If they find them to be a bad organisation and cut ties, could that leave the door open to others and cost them in the long run?
3. Does anyone actually care?
4. As per point 2, what should they do about it if they wish to continue ties?
5. Does this whole affair have any impact on credibility at all or will it be business as usual, especially considering FIFA wrote the report on themselves and some have suggested strongly that the original version was washed significantly and many doubt that the original or full [washed] report will be released?

Maybe a mute point but I am curious as to how the smart people here consider such things and the possible impacts.