The supermarket chain is seeking to recover the money that it invested in sponsorship of the England 2018 World Cup bid. A Morrisons statement said: 'We think the decision-making process was unfair. We hope FIFA will do the right thing and offer £1m to be invested in grassroots football.'
HOW I SEE IT - Nik Done, Co-founder, Unity
There was always a chance with a stunt like this that Morrisons would simply come across as 'bad losers'. This is a position that FIFA's Sepp Blatter has been only too happy to pin on England.
However, I believe Morrisons' bold move has cleverly captured the nation's mood - we have collectively chosen to rise above the bribes and take pride in stellar investigative journalism.
In a time of unprecedented government cuts, we are seeing our citizens rebel against decisions that we deem to be unfair and Morrisons' campaign firmly capitalises on this groundswell of feeling.
FIFA will never come good on Morrisons' plea. However, Morrisons has scored a PR goal by appearing to fight against injustice in a way that conveniently highlights its original and generous £1m investment in our football dream.