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WORLD CUP: COCA-COLA SPENDS BIG; NIKE A FORCE IN PARIS
Published June 15, 1998
For its World Cup sponsorship, Coca-Cola is "spending more than it did" on the '96 Summer Olympics, according to Mickey Gramig of the ATLANTA CONSTITUTION. Systemwide, the cost to Coca-Cola and its bottling partners is estimated at $250M. Coca-Cola Chair & CEO Douglas Ivester said the company's sponsorship "provides sales and it provides relationships." In '94, Coca-Cola saw a 23% sales volume increase in Brazil in the second half of that year, "when World Cup marketing was heaviest." Sales in Argentina also rose 18% during the Cup campaign. The sponsorship is "already paying off," as so far in France, sales have risen "almost" 30% year-to-date. Gramig wrote that the marketing push is "in more than half of the 200 countries where Coca- Cola does business" (ATLANTA CONSTITUTION, 6/14). A NIKE TOWN? In this weekend's FINANCIAL TIMES, Patrick Harverson wrote that despite adidas being an official World Cup sponsor, Nike "is trouncing its rival ... in the battle of Paris." He called adidas' soccer-theme park "unimpressive," while Nike's sits in a "cheerfully hectic environment ... swarming with people." The adidas logo is "plastered all over the World Cup site, but Nike is ensuring its swoosh is kept in the public eye, although rumours it would project its logo on to the Eiffel Tower every night have so far proved unfounded" (FINANCIAL TIMES, 6/14). MARKETING NOTES: The FINANCIAL TIMES is tracking which companies' logos are most prevalent during the Cup in its World Cup Sponsors' index. The index, which takes into account various factors, especially team performance, will be updated on the paper's Web site at www.ft.com. After the first five games, Puma and Nike led the exposure chart (FINANCIAL TIMES, 6/14)....The marketability of Ronaldo is profiled by BUSINESS WEEK's Larner & Katz. The Brazilian star "has nurtured a nice guy image" and the camera "loves" his "infectious smile" (BUSINESS WEEK, 6/22 issue).