FIFA seems to treat this kind of scrutiny with complete contempt. It needs to realise that it does not own world football; but is merely the governing body of the sport. It gives the impression of being full of a lot of hard faced old men who have grown rich from the game, and whose instinctive response to any crisis is to cover for each other.
In a world saturated by political correctness, absolutely everything can be perceived as 'offensive', 'inappropriate' or 'unsafe' if people deliberately choose to see things in a certain way. Most acts of celebration in football remain perfectly innocent, whilst others are just subject to unreasonable rules...
Now that Cristiano Ronaldo has earned a second Balon d' Or it might be time for FIFA to award the first Golden Crosswalk to Brazil, where the answer to whether World Cup fans or vehicles have the right-of- way at an intersection in the Land of the Samba is as straight as a free kick by David Beckham.
When the FIFA circus rolls into Rio next year, it might just change the way we watch television. The final will be produced in 4K ultra-high definition. And if the World Cup has its usual uplifting effect on high-end TV sales, this could be the moment 4K starts to go mainstream. But what is 4K TV and why should we care?
I have to say that Coca Cola , a product that gives your body 10 teaspoons of sugar, which is 100% of the recommended daily intake, within 10 minutes of drinking this product, isn't really about promoting sports. (How coke or pepsi impacts your body). (Maybe one should take an hour to drink and then the effects won't be as bad?)
Russian football is not without its problems - far from it. Racism still rains down from the terraces on a regular basis, recently being aimed at Manchester City's Yaya Touré, who promptly and with plenty of just cause called for the 2018 competition, which is to be hosted by the country, to be boycotted.