FIFA secretary general Jerome Valcke has admitted that it may 'take years' for football's world governing body to rebuild its reputation following ongoing claims of corruption.
Qatar and Russia's successful bids to host the next two World Cup tournaments led to many questioning FIFA's morals, with a lengthy investigation clearing the two countries of any wrongdoing.
However, Valcke acknowledges that the fallout from the whole saga will not die down anytime soon, suggesting that FIFA's image has reached a low point.
"The value of the FIFA World Cup, the value of football, the value of what we are doing is still the same," FourFourTwo quotes the Frenchman as saying.
"The value of the work of the administration of FIFA is still the same. We are doing a great job. The image of FIFA is something, which I agree over the last two weeks, I will not say has reached the bottom, but has reached a level where we should not go lower than that and we have to work on it.
"We explain things are happening, things have happened but we are still doing a lot of good things and we have to rebuild this image, day after day. It's easy to destroy the reputation, it takes one second. It takes years to rebuild our reputation, but that's what we will do."
Global airline company Emirates will end its sponsorship of the World Cup in the wake of recent corruption claims, while electronics giant Sony are expected to follow suit.
