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THE GAME OUTSIDE THE GAMES: COUNTRIES USE CUP TO BOOST BIZ

          Countries are using the World Cup, and their team's on-
     the-field success, "to attract the most investment capital,"
     which is the "big game off the field," according to A. Craig
     Copetas of the WALL STREET JOURNAL.  Peter Martin, CEO of
     Peter Martin Associates, which is consulting the country of
     Jamaica, calls the World Cup the "singular economic showcase
     for what the countries behind the players can offer
     investors."  Jamaica's national team, the Reggae Boyz, are
     among the top four teams in World Cup merchandise sales, and
     Jamaica officials "are betting" the team's popularity "can
     help the country capture the interest of the sponsors,
     mutual-fund managers and multinational industrialists feted"
     in France during the event.  Jamaica's Trade Commission "has
     choreographed investment packages" in pharmaceuticals,
     agriculture, tourism and information technology.  In
     addition, Jamaican Prime Minister P.J. Patterson "intends"
     to meet in Paris with sports companies, such as adidas, to
     discuss manufacturing opportunities.  Alan Taylor Senior VP/
     Communications Tony Signore, one of the "many" PR firms in
     Paris helping sponsors, said countries "would be foolish if
     they didn't follow the sponsors and take advantage of their
     moment in the limelight" (WALL STREET JOURNAL, 6/11).  

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