The PenOp Media Retreat 2018

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Former FIFA Vice President Jack Warner, who was one of 14 people indicted in a massive bribery scandal, vowed to reveal new evidence against the world soccer's governing body and its embattled president, Sepp Blatter. It's just the latest blow to a brand in crisis. Right now, FIFA is engaged in a high-stakes "win or go home" game of penalty kicks, with the sponsors who line their pockets with billions of dollars on the offensive side of the shoot-out getting ready for their kicks, while its own embattled brand is in goal, gearing up to block and deflect anything that comes its way. Meanwhile, a global consumer audience that has celebrated the game for generations is blowing the whistle and pointing to the penalty spot, its trust on the line.