FIFA Vice President Jeffrey Webb says the governing body's image problems are harming football and it must work to regain trust over "ethics and morals."
But Webb stopped short of criticizing Sepp Blatter, who has led FIFA since 1998 and is standing for a fifth term, instead praising the president for driving up revenue.
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FIFA remains synonymous with corruption despite governance changes, and Webb sees its image as tarnished.
Webb believes FIFA's "image and public perception is definitely affecting the game ... that is definitely perhaps the number one challenge."
Addressing the SoccerEx conference, Webb said "from an ethics and morals standpoint I believe we have a lot of work to do .... to build up trust and confidence."
But Webb said Blatter's work building FIFA's business has been "tremendous."