McDonald's Leveraging Senators Goalie Longtime Bulls Exec Steve Schanwald To Retire Visa Renews Canadian Deals With NHL, NHLPA Kardashian Featured In T-Mobile Super Bowl Ads Bulls, Blackhawks To Build Office Complex WTA's Tseng Headed Back To IMG IMG Consulting Wins Visa Business Coke, Hornets Renew Long-Term Deal Pro Athletes Wear "I Can't Breathe" T-Shirts Pacers, McDonald's To Debut New Campaign
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GOING GLOBAL: COMPANIES SPENDING AD DOLLARS OVERSEAS
Published March 2, 1998
Visa Int'l has become the official payment card, and one of six global sponsors, of next year's Rugby World Cup in a deal "thought to be worth" $16.7M, according to Patrick Harverson of the FINANCIAL TIMES. The event, played in the UK, Ireland and France, is expected to attract a TV audience of three billion (FINANCIAL TIMES, 3/2). COCA-COLA'S FIFA DEAL: BRANDWEEK's Terry Lefton writes that Coca-Cola's eight-year sponsorship deal with FIFA, which includes the 2002 and 2006 World Cups, shows the company "is employing a different investment strategy overseas from its current domestic associative marketing shifts. In the U.S., company execs have questioned buying rights to big-ticket sports and entertainment events, such as the Super Bowl, whose tickets aren't affordable for key demos like kids. In soccer, tickets are still relatively cheap and accessible and the benefit of international exposure remains [an] attractive lure even for as big a brand as Coke" (BRANDWEEK, 3/2 issue). FEEL THE FORCE, LUC: Bulls C Luc Longley is "an endorsement king" in his native Australia, according to Chris Tomasson of the AKRON BEACON JOURNAL. Longley appears in commercials for Qantas Airways and Sprite, and his face is on a McDonald's cup (AKRON BEACON JOURNAL, 3/1).