WORLD CUP SURVEY HAS FANS FAILING TO IDENTIFY KEY SPONSORS

          A survey in the U.K. conducted for Marketing Week
     magazine found half of the 1,000 adults questioned during
     the '98 World Cup "failed to name at least one sponsor" of
     the event, according to Patrick Harverson of the FINANCIAL
     TIMES.  Furthermore, two-thirds of respondents "wrongly
     attributed official sponsorship status" to brands.  Some
     sponsorship consultants said that clutter made it "difficult
     for the top sponsors to stand out."  McDonald's had the
     "highest unprompted awareness" in the survey, with 25% of
     adults recognizing the QSR as an official World Cup sponsor. 
     George Taylor, President of McDonald's consultant Sports
     Mondial, said one reason for the awareness was that 80% of
     McDonald's restaurants worldwide chose to use the World Cup
     sponsorship in their marketing efforts, compared to just 34%
     for the '94 World Cup (FINANCIAL TIMES, 11/11).