Organisations of all sizes need to carefully build, manage and protect their reputations. A reputation is an asset and needs to be nurtured as such.
Damage can come from a number of sources including organisations that there are relationships with through sponsorship, charitable relationships etc.
In the case of FIFA unless it can map out a clear way forward, to clear up its act and get a new leadership team in place then future sponsorship deals will be difficult. They may still be able to secure sponsors because of the events they run and global spread of football but, at the very least, the terms will not be as good.
It is not always clear that sponsors think ahead and give themselves the ability to get out of deals. Even if they don't then there are questions to consider about whether the cost of remaining as sponsors is greater than the cost of making a clean break.
Fifa has admitted the corruption scandal is putting off new World Cup sponsors and plans to hold a summit with existing backers in August. Secretary general, Jerome Valcke, said: "The current situation doesn't help to finalise any new agreements."Earlier, key sponsor Visa lambasted Fifa for a "lack of awareness" of the seriousness of corruption charges.