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COCA-COLA: THEY WANT THEY WORLD CUP AND THEY WANT IT NOW!
Published January 30, 1998
FIFA and Coca-Cola announced an eight-year partnership deal through 2006, which includes sponsorship of the 2002 and 2006 World Cups and other FIFA events and programs. The deal, which also consists of the FIFA Women's World Cup and FIFA Confederations Cup, marks the first time a sponsor has extended its FIFA partnership for more than a four-year term. The package includes traditional sponsor rights, including advertising, promos and trademark presence, and it also enables Coca-Cola to conduct programs around the soccer events (Coca-Cola). The WALL STREET JOURNAL puts the deal at $80M over eight years (WALL STREET JOURNAL, 1/30).