Every so often, organisations become bywords for something else. Apple means elegance, Berkshire Hathaway loyalty and BlackBerry decline. Alas, FIFA, the governing body of world football, spells corruption. Sprucing up this most tarnished of brands will take more than a bit of tinkering with the way FIFA is run. A radical reform would start with an idea put forward by Stefan Szymanski, a sports economist, among others—turning FIFA into a public company. For good measure, the new, cleaner FIFA would be listed in New York.