ABC began its '98 World Cup "gold" sponsorships sales effort
last month and has inked Nike and Anheuser Busch to full deals,
according to Brockinton and Reynolds of INSIDE MEDIA. Gold
sponsorship is pegged at $6M. Sources indicate MasterCard has an
agreement in principal with ABC for a gold sponsorship and Canon
is "said to be in 'serious discussion' with the network." ABC
declined comment on ad sales. The network sent the 11 FIFA
sponsors gold proposals and gave them exclusive negotiating
rights. After a two-week period, deals become available to any
advertiser and Nike "secured footwears and athletic apparel
exclusivity on the telecasts." Sources say ABC has presented
gold options to several computer companies, including IBM,
Hewlett-Packard and EDS. The network reportedly does not intend
to offer a second-tier or lower sponsorship packages, but is
"holding to its plan to sell ad time" to just seven gold
sponsors. Brockinton and Reynolds note "several factors" may be
delaying companies from signing on, including the $6M price and
the fact the U.S. is not guaranteed a spot in the event (INSIDE
MEDIA, 6/29).
