This is an historic moment for workers enslaved in Qatar and workers in Russia who were at risk of having their rights suspended and prison labour employed on world cup projects. They may just see a glimmer of hope in the justice systems of the U.S. and Switzerland.The morning of the arrests in Zurich, Jaimie Fuller, the founder of FIFA Official Non-Sponsor and CEO of SKINS, and I distributed a spoof fifa coins newspaper to FIFA Congress delegates and commuters.It painted a picture of the headlines that a FIFA free of corruption would be proud of. Blatter Discussed Re-running World Cup Votes for 2018 and 2022 FIFA Partners Make Shock Threat to Quit "Unless There is Radical Reform"United Nations Intervene to Make FIFA Finances ''Transparent'' Meanwhile, a few streets away at Zurich's most exclusive hotel Baur Au Lac, a white sheet was held up to obscure a street view of FIFA officials being rousted from their hotel beds and escorted into a police vehicle.The unfolding drama was left to FIFA communications chief Walter de Gregorio to explain in a press conference that rivaled an episode of Veep. Walter's soundbites of spin painted FIFA as the damaged party and Blatter as relaxed.Tragically the subject was not fictional, though the claim that a CEO who presided over the alleged "widespread and systemic corruption" would not stand down does seem to fit the bill.Surely sponsors like Coke, Adidas, McDonalds and fifa coins Visa will demand new leadership and serious reform or risk their own reputations with a consumer backlash that is well deserved.Twitter feeds spark with the latest spoof of a treasured brands logos tainted with slave labor in Qatar. Marketers will find it hard to argue that any publicity is good publicity.FIFA's partners and sponsors need to live up to their corporate values.