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WORLD CUP: COCA-COLA SPENDS BIG; NIKE A FORCE IN PARIS

          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).

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