I think if Mr Putin were to be asked point-blank if football World Cup has some effect to apply brakes on him, he’d say no. If Russia is engaged in a grand project and it is serious about restoring certain territories of the Soviet Union, then FIFA’s role here [applying brakes] is tiny indeed.
Which would be more prudent: never ever granting Russia any sports hosting rights until it starts to act civilised, or to still keep sports and politics separate, considering that Russia does have much money and a willingness to host grand sports events?
I do not believe that Russia would be interested in the coming decade or two to host some other grand sports event. For the Russian budget, Sochi was a heavy blow, with Crimea now on top of that as well as the football World Cup. The Russian rouble is highly unstable, [oil] prices are falling. Russia’s resources are diminishing.
Regarding the dilemma you posed: I’d say competition for event hosting rights must be made more transparent. [Picking organisers] ought not to be based on political reasons; meanwhile let’s not forget that all large sports organisations have their core values. For FIFA, it is not just promoting football, but things like fighting intolerance, for instance. High time FIFA started to keep these principles in mind also when selecting host countries. If a candidate does not fit the core values, they should be out. It’s the same how not all countries are fit for EU or NATO – there’s a filter there. If one wants to join these, one must first do one’s homework. Maybe FIFA should adopt something of that? But I do not believe FIFA is too interested in applying its declared principles.
It’s the money. Related to FIFA, there’s the football gear, construction works, advertisement – the market needs expansion. That’s why they must grant rights to countries of questionable background like Russia and Qatar. That’s why LAV got the World Cup – out of the need to expand the football viewer/consumer market to the African continent. Wanting to win new markets, one isn’t interested in values. One just goes to the market. Russia is a market.
Even so, one needs to strike a balance between market interests and promoting one’s core values.