Coca-Cola Going Big On Social Media Around Rio Emmanuel Seuge Set To Depart Coca-Cola Visa Sponsors Refugee Team Members At Rio Coke's Bea Perez Gets Expanded Authority Coke Scales Back Global Olympic Marketing Coca-Cola Takes Hit With Spieth Withdrawal Fans Crave Wade Bulls Jersey Wade Leaves Miami, Riley To Sign With Bulls Knicks' Jackson Makes Splash With Rose Trade Visa Rolls Out Olympic Advertising Campaign
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).