ABC is closing in on a deal that would give the network and
their cable partners ESPN and ESPN2 the U.S. TV rights to World
Cup France in '98, according to Reynolds and Brockinton of INSIDE
MEDIA. According to the publication, which hits the stands
today, ABC's "current negotiations are for a straight rights
deal." Sources tell INSIDE MEDIA that ABC "would televise a
dozen Cup contests, while ESPN and ESPN2 would air the balance of
the expanded 64-match tournament." ABC's deal for World Cup '94
was underwritten by contributions from FIFA sponsors. In '92,
Cap Cities/ ABC, backed by investments of a consortium of
sponsors, "paid some $11 million in what amounted to a risk-free
rights fee." ABC would neither confirm nor deny a deal. Sources
indicate an announcement could be soon, but "others anticipated"
ABC will wait until the MLS kickoff in April.
BACK TO THE FUTURE: The deal will reportedly mirror ABC's
coverage of World Cup '94. The network and cable carriers will
not interrupt play, and commercials "will only run during
halftime and pre-and-post game segments, while sponsors will have
their logos appear underneath an on-screen clock at varying
intervals." Sponsors signed for World Cup '98 include Canon,
Coca-Cola, Fuji, Gillette, JVC, MasterCard, Phillips, Snickers,
and Opal. Brockinton and Reynolds report sources say that ad
packages may have "two sets of price points," depending on
whether the U.S. qualifies for the '98 World Cup -- "something
which may not be known until as late as October/November 1997."
The late notice may be bothersome for sponsors looking to
leverage their deals in the U.S. (INSIDE MEDIA, 1/24 issue).
