COCA-COLA: THEY WANT THEY WORLD CUP AND THEY WANT IT NOW!
FIFA and Coca-Cola announced an eight-year partnership
deal through 2006, which includes sponsorship of the 2002
and 2006 World Cups and other FIFA events and programs. The
deal, which also consists of the FIFA Women's World Cup and
FIFA Confederations Cup, marks the first time a sponsor has
extended its FIFA partnership for more than a four-year
term. The package includes traditional sponsor rights,
including advertising, promos and trademark presence, and it
also enables Coca-Cola to conduct programs around the soccer
events (Coca-Cola). The WALL STREET JOURNAL puts the deal
at $80M over eight years (WALL STREET JOURNAL, 1/30).