FIFA needs an overhaul at the highest level including changes to the way its governing executive committee is elected to become a fairer reflection of today's global soccer landscape, FIFA vice-president Jeffrey Webb said.
Webb, 49, the president of the CONCACAF confederation which represents North and Central America and the Caribbean, told delegates at the Soccerex Global Convention that the world was changing and FIFA needed to reflect those changes after years of having its image tarnished by one scandal after another.
I don't think FIFA has done a great job communicating its message over the years and its image and public perception is affecting the game.
He also said he had no aspirations to challenge Sepp Blatter for the presidency of FIFA after the incumbent president said on Monday he would stand for a fifth term of office in next year's elections.
But he candidly stated: "FIFA has some huge challenges and the image and perception is definitely the number one challenge.
"With all due respect, I don't think FIFA has done a great job communicating its message over the years and its image and public perception is affecting the game.
"Obviously, we don't see that when it comes to the revenue and the business side where Blatter and (secretary general) Jerome Valcke have done a great job, but from an ethics and moral standpoint we have got an awful lot of work to do to rebuild trust."
Webb is the head of the FIFA Task Force charged with driving racism and discrimination out of the game but was pessimistic about the odds of that happening soon.
"Sadly, I think we will still be fighting racism in 10 years time. Unfortunately we have a culture of brushing things under the table instead of really confronting them and having a real discussion and conversation about racism in sport and football."