FIFA sponsor Adidas criticise plans for biennial World Cup and 'elitist' European Super League
Kasper Rørsted has added his voice to those criticising the largely unpopular plans to hold a World Cup every two years spearheaded by former Arsenal manager Arsene Wenger. The CEO of one of FIFA's primary sponsors believes that the plans would over-congest an already crowded sporting calendar, while Rorsted also believes a European Super League would not be good for the sport.
A general view of Brazuca and the FIFA World Cup Trophy at the Maracana before the adidas Brazuca launch at Parque Lage on December 3, 2013 in Rio de Janeiro, Brazil. Brazuca was the Official Match Ball for the FIFA World Cup 2014 Brazil
"There’s a European Championship [in Europe], there’s a Copa América in Latin America. One should also leave space for other things.
"I am a passionate football fan but it is important that not only football is shown on television, but also biathlon, skiing, tennis or handball.
If you push one product heavily it is not good for any product.
The plans are being pushed heavily by Arsene Wenger, the former Arsenal manager who is now FIFA's head of global football development.
It has been reported that they could be approved by the end of the year but they have been widely criticised, including by influential continental bodies UEFA and CONMEBOL.
Rørsted also criticised the plans for a European Super League that fell through in the spring.
While admitting that the introduction of an ESL would benefit his organisation financially, the Dane believes the "elitist" tournament would be detrimental for football more widely.
“Financially, the Super League would probably be attractive for us,” he said.
“In the long-term, however, we believe that the love for sport from childhood arises from having access and it is something tangible.
“It is important for us that children have access to the stadiums and see their stars, not often, but every now and then. The competitions are not intended to be elitist events that can only be seen on television.
"[Fans] do not want to see the same master over and over again. When Leicester won the Premier League a few years ago, they said: ‘Great.’ The enthusiasm was similar when Lille won the league in France this year. There is a lust for the underdog to win.”