Honda Classic Adds New Legends Club Podcast With SB Committee Chair Ric Campo New Orleans Praised For Hosting NBA All-Star Weekend E-Sports Event Company Opens U.S. Office Nike Uses Davis For ASG Weekend "Equality" Ads Manfred Insists MLB Committed To WBC Big League Weekend May Have To Move In '18 Players Praise New Ballpark Of The Palm Beaches FIFA Encouraging Co-Hosting For '26 World Cup Lions Want To Host Another Super Bowl
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).