SBJ/February 18 - 24, 2002/This Weeks Issue

Cup sponsor keeps it at home

World Cup sponsor Avaya is doing some rare stateside leveraging for its sponsorship of the 2002 World Cup.

Cobi Jones will make an Avaya appearance.

The networking company has bought a three-year sponsorship of the U.S. Soccer Federation, the governing body for the sport in the United States, which controls rights to the men's and women's national teams. The low-seven-figure deal includes board signs and TV units for non-World Cup matches. Soccer-themed TV ads are planned.

Avaya chairman and CEO Don Peterson will appear at the New York Stock Exchange on Tuesday with national team stars Cobi Jones and Brandi Chastain to ring the opening bell. Avaya also will be presenting sponsor for the annual USSF dinner this week in Washington, D.C., in exchange for which it will install communications networks at the new National Sports Training Center planned for suburban Los Angeles.

Avaya, the enterprise networking group spun out of Lucent Technologies, is a sponsor for the 2002 World Cup, the 2003 Women's World Cup and the 2006 World Cup. FCB is Avaya's creative agency, while FCB Sports Marketing is an agency of record.

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