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THE GAME OUTSIDE THE GAMES: COUNTRIES USE CUP TO BOOST BIZ
Published June 11, 1998
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).