Companies sponsor events in order to create synergy and a positive brand association between themselves and the event, however they must always keep a watchful eye out for any change in public perception of the event, and respond accordingly.
An example of this is the current problems engulfing FIFA. The Football World Cup (association football for Americans) is a global phenomenon which major companies queue up to sponsor and be associated with. Currently though FIFA is receiving a great deal of negative publicity and mired in corruption accusations.
Businesses don’t like being associated with negative publicity and certain companies have now started to voice concerns to FIFA. Coca-Cola, Adidas, Visa and Emirates have all publicly voiced concerns about the accusations and whilst no sponsor has yet withdrawn their support FIFA will need to work hard to ensure blue-chip support going forward.