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SBD/19/Sponsorships Advertising Marketing
WOMEN'S WORLD CUP POURS ITSELF A HOT NEW SPONSOR
Published May 19, 1998
Procter & Gamble has signed a sponsorship of the Women's World Cup soccer tournament for its Millstone brand of grocery store-vended coffee beans, according to Terry Lefton of BRANDWEEK. P&G will put WWC '99 marks on five million bags of Millstone next year and support the deal with radio in the seven markets where games will be held: San Jose, Washington, DC, Boston, Chicago, L.A., N.Y., and Portland, OR. In its "first major promotional tie-in," Millstone is expected to get "substantial support to establish a permanent place on grocer shelves, meaning the Women's World Cup link could be the first of a flurry of marketing activities" (Terry Lefton, BRANDWEEK, 5/18 issue).