The Fifa Partner programme was born via an unlikely collaboration between a twenty-something PR man, his client – the Coca-Cola Company – and the Argentinian military junta. Throw in the symbiotic relationship between Fifa president João Havelange and the head of Adidas France Horst Dassler, and you have the essential ingredients to a story that takes in the World Cups in Argentina 1978 and Spain 1982, introduces an ambitious Swiss marketer called Sepp Blatter to world football and ends with the formation of the now-discredited ISL agency.
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