Visa Int'l has become the official payment card, and
one of six global sponsors, of next year's Rugby World Cup
in a deal "thought to be worth" $16.7M, according to Patrick
Harverson of the FINANCIAL TIMES. The event, played in the
UK, Ireland and France, is expected to attract a TV audience
of three billion (FINANCIAL TIMES, 3/2).
COCA-COLA'S FIFA DEAL: BRANDWEEK's Terry Lefton writes
that Coca-Cola's eight-year sponsorship deal with FIFA,
which includes the 2002 and 2006 World Cups, shows the
company "is employing a different investment strategy
overseas from its current domestic associative marketing
shifts. In the U.S., company execs have questioned buying
rights to big-ticket sports and entertainment events, such
as the Super Bowl, whose tickets aren't affordable for key
demos like kids. In soccer, tickets are still relatively
cheap and accessible and the benefit of international
exposure remains [an] attractive lure even for as big a
brand as Coke" (BRANDWEEK, 3/2 issue).
FEEL THE FORCE, LUC: Bulls C Luc Longley is "an
endorsement king" in his native Australia, according to
Chris Tomasson of the AKRON BEACON JOURNAL. Longley appears
in commercials for Qantas Airways and Sprite, and his face
is on a McDonald's cup (AKRON BEACON JOURNAL, 3/1).
