Coke, Hornets Renew Long-Term Deal Pro Athletes Wear "I Can't Breathe" T-Shirts Pacers, McDonald's To Debut New Campaign McDonald's Prepping Super Bowl Ad Chicago Sports Team Owners Get Together NFL-Themed Visa Ad Features QB Stand-Ins Plans For United Center Lot Still Undecided UM, Coca-Cola Ticket Promotion Pulled Bulls Open Downtown Practice Facility Visa Promotes New Initiative In NFL Ads
SBD/2/Sponsorships Advertising Marketing
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).