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PELE'S INTERNATIONAL APPEAL PAYING DIVIDENDS FOR MASTERCARD
Published January 6, 1998
MasterCard will issue one million "special" Pele
affinity cards "as part of its marketing blitz" for the '98
World Cup, according to Patrick Harverson of the FINANCIAL
TIMES. MasterCard "declines to say how much it pays Pele,
but his fee for this World Cup is estimated to be in excess
of" $1.5M. The company claims Pele's appearances worldwide
for MasterCard between '91-'94 generated four billion "media
impressions" -- the total circulation and viewership of
print articles and TV appearances (FINANCIAL TIMES, 12/22).
