Brands Activating Around U.S. Open Across N.Y. Will U.S. Still Host '16 Copa America? Nike Dragged Into Armstrong-Gov't Dispute Clemson Extends Apparel Deal With Nike Nike, Adidas Continue Shoe Push In Asia Future Of USA Pro Challenge Looks Murky Winston-Salem Open Poised To Turn Profit Sharapova To Debut Exhibition Event In L.A. Beach Volleyball Event Sees "Rowdy" Crowd Tiger Effect In Full Force At Wyndham Championship
WORLD CUP MARKETING NOTES
Published June 22, 1998
The FINANCIAL TIMES continues its World Cup sponsors index. With 22 matches played by last Thursday, Nike, "which kits out of six of the 32 finalists, had a 40-point lead over its rivals," followed by adidas and Puma (FINANCIAL TIMES, 6/20)....The AP's Skip Wollenberg examined marketing and promotions around the World Cup and wrote the "volume has been turned down" in the U.S. on promotional activity surrounding the event. Neither Gillette, Coca-Cola nor McDonald's have "bought commercial time on the English- language networks" carrying World Cup matches in the U.S. All "three companies signed on mainly to market themselves outside" the U.S. and "they expect to get their money's worth" (DETROIT NEWS, 6/20)....In Philadelphia, Christopher Hepp profiled Nike's marketing efforts around the World Cup as it makes soccer its "centerpiece" for the company's "diversification and global growth" (PHILA. INQUIRER, 6/21).