… FIFA’s association with corrupt behavior now runs so deep that [one observer suggests] the 113-year-old Fédération Internationale de Football Association should consider a name change.
“Why not? … They need to get bright thinkers to repackage the whole thing. There’s just too much baggage to carry. It’s just an absolute mass of information about corruption wherever you look. The word FIFA globally has got just the worst image in the world: If you are trying to sell the FIFA brand, if anything those four letters stand for absolute total corruption and it’s so unattractive.”
UD says go completely the other way: Transparency. Embrace who you are. Become who you are.
Steal Til You Can’t Steal No More