In normal moments, the business of sports is often unpredictable and messy. Few organizations have cashed in on that reality like FIFA, which has a power unmatched in professional sports. Countries — the next World Cup will be in the United States, Canada and Mexico — trip over themselves for the chance to host the nearly monthlong tournament. Many governments in Asia, South America and Africa, future growth markets for big business, care little about the social issues that dominate Western news media coverage. It’s all a sharp contrast to the way cities have often had to abandon plans to bid to host the Olympics in the face of fierce public opposition. And FIFA, mindful that soccer is a winning program for governments, has promised large funding for its national associations — a sure way to keep countries loyal.

FIFA stunned the soccer world in 2010 when its executive members voted for Qatar as the 2022 host, beating out the U.S. In 2015, Loretta Lynch, then the U.S. attorney general, indicted 14 FIFA officials and marketing executives, claiming “rampant, systemic, and deep-rooted” corruption, including $150 million in bribes paid to lock up World Cup marketing deals over a 24-year period. F.B.I. raids and arrests led to the near-collapse of football’s governing body, and Sepp Blatter, its longtime president, resigned. Then, in 2020, the Justice Department said that a handful of FIFA’s voting executives had received millions of dollars in bribes to secure the 2018 World Cup hosting rights for Russia, and those for Qatar four years later.

Qatar has denied any wrongdoing, and FIFA says it has purged the organization of bad actors.

Still, the biggest brands, including Visa, Sony and McDonald’s, were quick to sign up and showed little sign of jumping ship amid the controversy. When Bloomberg contacted 76 FIFA sponsors and teams this month, not one said it was reconsidering its participation. Adidas expects up to a 400-million euro sales boost from the tournament.

Yet even once they have spent tens of millions, the rules can change and companies are powerless to do much about it. Two days before the start of the tournament, Qatar banned alcohol at the event’s eight stadiums. AB InBev, the drinks group that pays FIFA $75 million for each four-year World Cup cycle so its Budweiser brand can be a beer sponsor, had to whisk its products out of the venues and cancel a number of marketing events. Budweiser’s now-deleted response on Twitter: “Well, this is awkward.” Less awkward: Budweiser will be back as a sponsor at 2026 World Cup, though it’s reportedly seeking a discount from FIFA.

The market has spoken: There has been no detectable business boycott and, as FIFA points out, sponsorships are sold out, with longtime partners like Coca-Cola and Adidas appearing alongside newcomers like Crypto.com.