Major brands such as Nike, Coca-Cola and Adidas have all suffered negative brand sentiment due to their connection with FIFA. Measuring social sentiment across Twitter,
Facebook and YouTube Nike has achieved an overwhelming backlash with 96% negative sentiment compared to just 4% positive, according to data from social media tracker Meltwater. Although Nike is
not an official sponsor of FIFA, its alleged involvement in bribes through a sponsorship of the Brazilian national football team has come under scrutiny.
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