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FIFA announce “official Champagne” for Brazil 2014 World Cup…

Jun 28, 2013, 9:01 AM EDT

FIFA President Sepp Blatter makes a speech during the "Sports, Business and Ethics - a Situation Analysis" congress in Zurich

There’s nothing quite like a good sense of perspective from soccer’s world governing body. Great timing guys.

As protests and ugly scenes continue to unfold in Brazil against the government spending billions on the 2014 World Cup and neglecting public services, FIFA announced their official Champagne partner for the event.

Yeah. That just happened.

French family-owned company Taittinger has signed a sponsorship deal that will run until the end of 2015.

The deal will see Taittinger sell their champagne at the 2014 World Cup, as their drink will be quaffed by soccer’s elite down in Brazil. A statement from the Reims based company said: “Champagne Taittinger will manifest its presence at the 2014 FIFA World Cup in the months to come through various initiatives with the help of its 150 distributors around the world.”

So once again, we get a true taste for where FIFA’s head is really at. Commercial success seems to be the way forward. Brazilian legend Romario raised his concerns earlier in the week, as Brazil has spiraled into financial turmoil folowing the huge strain on the Brazilian public. The nation will also be hosting the 2016 Olympics, which will take place in Rio de Janeiro.

(MORE: Brazilian legend Romario questions 2014 World Cup in Brazil)

I understand that FIFA have to generate money as they put on all these lavish tournaments across the globe. But the timing seems very odd and disrespectful to the people of Brazil, as their government spends huge amounts of cash spent on hosting the FIFA event, instead of the citizens of Brazil.

Yes Brazil ran to host the event and were awarded the competition way back in 2007. However much has changed since and the people have a right to voice their concerns as taxes and costs for public transportation rise, while conditions in schools and hospital worsen.

So it did seem like a slap in the face from FIFA as complete a lucrative Champagne deal. The people of Brazil are aiming for a better standard of living and many simple things citizens of the Western world take for granted.

This Champagne deal won’t make or break FIFA’s World Cup or the uprising of the people in Brazil. But the timing of the announcement does leave a sour taste in the mouth. Even if the Champagne doesn’t…

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