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Emirates ends FIFA World Cup partnership, Sony 'set to follow suit'

Emirates has opted against renewing its contract with FIFA while Sony has reportedly made the same decision, amid the ongoing transparency debate surrounding world football's governing body.

The two companies will not prolong their eight-year deals as one of FIFA's six main sponsors, which are both set to expire on Dec. 31.

According to the governing body, Emirates informed it of plans to restructure sponsoring back in June 2012.

"FIFA accepts that decision," a spokesperson told dpa on Sunday.

Emirates, the governing body's airline partner for three World Cups from 2006 through to 2014, says the decision follows "an evaluation of FIFA's contract proposal which did not meet [its] expectations."

According to Der Spiegel, Manchester City's main sponsor opted against renewing the partnership -- which had been worth a total of 200 million euros over the duration of the past eight years -- partly because of FIFA's negative image in light of the controversy surrounding the World Cup bidding process for the 2022 tournament.

The report also claimed that Sony will not prolong its contract as a "FIFA partner," although the same spokesperson told dpa that the governing body is currently "in ongoing talks" about a new deal. The Japanese electronics giant has spent 300 million euros on FIFA sponsoring since 2007.

Der Spiegel also claims that Qatar Airways could replace Emirates as one of FIFA's main sponsors, while Samsung is prepared to take over from Sony to join Adidas, Hyundai/Kia, Coca-Cola and VISA.

FIFA typically retains six top-tier commercial partners signing up for at least two World Cups. The six 2014 World Cup partners paid a combined 700 million dollars for the four-year commercial cycle.

Information from the Associated Press was used in this report.