Key issues facing new FIFA chief

- Repairing FIFA's battered image -

Since the arrest in Zurich on May 27 of seven senior football officials accused by US prosecutors of accepting millions of dollars in bribes, new revelations have erupted with depressing regularity, turning FIFA into a synonym for corruption in the eyes of many.

In December, FIFA president Sepp Blatter was banned for eight years by FIFA's ethics watchdog. He is also under official investigation by Swiss judicial authorities. 

Blatter was found guilty of ethics violations notably over a controversial $2 million (1.8-million euro) payment to UEFA chief Michel Platini. Platini had been expected to take over FIFA but he had to withdraw from the race after he too was suspended for eight years.

For Gianni Infantino, the UEFA general secretary who is a frontrunner to succeed Blatter, FIFA needs drastic work on its image. 

"If we don't do something now about it, to restore the image of FIFA and the reputation of FIFA - and to increase the development of football in the world - then I see no future for FIFA," he told the BBC.

Many experts are pessimistic about FIFA's chances however. International sports marketing expert Patrick Nally said: "The depth that this inquiry is going, and what it is uncovering, even before it gets authorities in Asia and Africa to do likewise, indicates that despite the best attempts by FIFA to come up with this package of reforms, it is probably 'too little too late'.

"I do not think a presidential election with the current candidates, and the acceptance of this package is enough. I think FIFA will defiantly now need to open up the leadership, and the changes to independent authorities."

 - Reforming FIFA governance -

FIFA must push through a top-to-bottom reform of its much-criticised governance. "I do not want to wake up on March 27 without these reforms in place," said Maya Dodd from Australia, one of only three women on the FIFA executive committee. "The reforms simply have to pass."

Reforms to be voted by a congress on Friday notably proposes limiting to 12 years the length of time any senior official can serve. Blatter was elected last May for a fifth-term, having been in the job 17 years.

Every new member of FIFA's executive committee or other committees will undergo background screening to ensure their probity. Other proposals include publishing salary details, notably those of the president, and separating political and business decisions to prevent any conflict of interest.

Sheikh Salman bin Ebrahim Al Khalifa, a presidential frontrunner with Infantino, has proposed splitting FIFA into two governing sections with a commercial department to handle the business side and a football council to oversee sports development and the organisation of the World Cup and other competitions.

- Regain sponsors' trust -

FIFA's long-term partners Coca Cola and MacDonald's called last October for Blatter's immediate departure, but did not suspend their sponsorship because, as one marketing executive at a major Olympic federation put it, "nobody wants to give ground to a competitor". While FIFA is set to record a loss of about $100 million for 2015, it still has some $1.5 billion in reserves to soften the blow. Huge revenues will also be generated by the 2018 World Cup in Russia. FIFA expects to earn about $5 billion from 2015 to 2018.

To reassure them, sponsors will be given their say on a committee overseeing implementation of reforms, as well as on a new committee open to "partners".

Nevertheless, "It's obvious that any new potential sponsor will ask themselves if it is good to link their name to FIFA," said the marketing executive, requesting anonymity.

- Managing disciplinary procedures -

As well as FIFA's own internal investigations, world football is under severe pressure from US prosecutors who have indicted 39 people and two companies for corruption and Swiss prosecutors who have placed Blatter under formal investigation.

Some FIFA watchers say Africa and Asia could be the next areas to come under the judicial spotlight.

"I hope that the judicial questions will be taken right to the end, but that it is done quickly so that we can start talking about football again," said Infantino, who added: "The job of the next president will not be easy."

As well as Infantino and Sheikh Salman, the FIFA election is also being contested by former FIFA deputy secretary general Jerome Champagne of France, Jordan's Prince Ali bin al Hussein, an ex-FIFA vice president, and South African businessman Tokyo Sexwale.