Blatter in denial over damage to Fifa's reputation
To read Sepp Blatter's four page re-election manifesto, you would think Fifa has never been in better shape.
Listing his achievements since becoming president of world football's governing body in 1998, Blatter talks up the great sums of money Fifa has invested in football development (£1.02bn since 1999) and the even greater chunks of cash Fifa earns from television and marketing rights (over £2.45bn in the last four year cycle from 2007 to 2010).
He also talks of three successful World Cups, greater professionalism and social responsibility.
At a time of global instability and uncertainty, Blatter argues, there is no need for change. "We do not need revolution... but continuous evolution," he writes in his letter to each of the 208 member countries which will decide the election contest against Mohamed Bin Hammam at the Fifa congress on 1 June.
Blatter's six key election pledges for the next four-year term include promises to hand out another £612m for football development projects with the possibility of bonus payments if Brazil 2014 is a success, to tackle corruption and match fixing and to strengthen the "universality of football".
Sepp Blatter has outlined his re-election plan
But nowhere is there any commitment to clean up Fifa or to make the organisation more transparent after the latest series of corruption allegations levelled at the organisation.
The only passing reference is contained in Blatter's pledge on zero tolerance.
He writes: "The existing judicial bodies will continue to exercise their corrective function and by doing so will maintain the integrity of Fifa while further improving its reputation at all levels."
Even if it would be hard for Blatter to concede that some members of his executive committee and congress are corrupt, this line shows he is in complete denial about the image problem Fifa faces under his leadership.
In a nutshell Blatter is saying: Fifa isn't broke, so why try and fix it?
So, it is worth therefore, reminding everyone that two members of his own executive - Reynald Temarii and Amos Adamu - were given bans by Fifa's ethics committee after the Sunday Times newspaper alleged they asked for payments for football projects in return for their vote in the World Cup 2018 and 2022 bidding contest last December.
The head of North American, Central American and Caribbean football, Jack Warner, continues to face scrutiny over his conduct. Just last week The Times ran a story claiming he asked the England 2018 campaign for financial support for an educational project in Trinidad in return for his support - a claim Warner denies.
Meanwhile another senior football figure, the African confederation president Issa Hayatou is still under investigation by the International Olympic Committee, of which he is also a member. That inquiry relates to claims made by BBC's Panorama that Hayatou received kickbacks from Fifa's bankrupt marketing partner ISL back at the start of the last decade.
To Fifa's credit, its ethics committee did act on the allegations against Temarii and Adamu, in the Sunday Times. But Blatter's distaste for the media was all too evident and, crucially, was expressed to his fellow executives on the eve of the World Cup vote last December.
And even if Fifa isn't corrupt, many of these reputational and image problems stem from the secretive way a small group of Fifa executives take the decision on who hosts the World Cup every four years. But again nowhere in Blatter's letter today is there mention of the need for greater transparency.
In fairness, Mohamed Bin Hammam might be billing himself as the force of change, but there is hardly anything to give us greater comfort in his manifesto, launched last month.
He says he will increase the size of the executive committee, renaming it the Fifa Board, from 24 to 41. That could make Fifa's key decisions more democratic but critics argue it would just mean more people are susceptible to corruption.
He has also talked of a transparency committee to monitor handouts to national football associations - but at the same time he, like Blatter, is promising to vastly increase the sums of money they receive.
In interviews Bin Hammam has gone further, agreeing with calls for an open World Cup voting process and even suggesting he would support a move for goal line technology. But he insists, like Blatter, that Fifa is not corrupt.
The next month will see a step up in the rhetoric as these two men fly around the world trying to secure votes. Although Blatter is the favourite it is going to be a keenly contested race and one that we now know will be fought on two opposing ideologies, one for stability and the status quo, the other for change.
But neither have yet shown they are prepared to really tackle the biggest question Fifa faces - over its reputation.