SBD/6/Sponsorships Advertising Marketing

PELE'S INTERNATIONAL APPEAL PAYING DIVIDENDS FOR MASTERCARD

          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).

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