No, its simple business. Fifa is selling something, Bavaria wanted to obtain the service Fifa sells without paying them for it.
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So basically FIFA only takes the highest bidders to allow advertisement rights to and doesn't allow for fair market competition.
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If you are selling exclusive rights you are selling exclusive rights. If you are selling primary rights you are selling primary rights. Its all fair and is market competition.
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In essence, a small company has no chance of advertising through FIFA World cup because they just can't financially compete with a giant company like Budweiser when it comes to bidding.
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Welcome to the world.