World Cup sponsor MasterCard "is working on a renewal
of its deal" with FIFA that would also include rights to the
Women's World Cup in '99, according to Terry Lefton of
BRANDWEEK. MasterCard Senior VP/Global Promotions &
Sponsorships Mava Heffler hopes to present a renewal deal to
her board before the end of '98. Heffler said it was "too
early to say" what kind of "inflation" she expects in a new
deal, adding, "[T]he most important thing in any negotiation
is whether it is a buyer's or a seller's market and right
now for this property it is very much a seller's market."
There has been a "persistent rumor that MasterCard will not
exercise its World Cup option," but Lefton writes that is
"difficult to believe ... as the debit and credit markets
open up offshore." Another soccer renewal on MasterCard's
agenda is MLS, and the "assumption" is that MasterCard
"cannot afford not to sign all the soccer programs out
there." Lefton adds that other MLS deals ending this season
are Fuji's and Bandai's, and the latter, Lefton writes, "did
little to activate its rights" (BRANDWEEK, 6/22 issue).
LALAS LAND: U.S. World Cup member Alexi Lalas has
signed a worldwide, multi-album exclusive recording artist
agreement with CA-based CMC Int'l Records. Lalas' debut
album, "Ginger," will be released by CMC later this year.
Lalas plans to support the album with a tour, following the
conclusion of the MLS season. Select media appearances and
fan events related to the album are in the works (CMC).
