SBD/2/Sponsorships Advertising Marketing

GOING GLOBAL: COMPANIES SPENDING AD DOLLARS OVERSEAS

          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).

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Related Topics:

Chicago Bulls, Coca-Cola, McDonalds, Visa

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