|
|
Article: Long-term goooooooooal! Major backers bankroll World Cup TV licenses to promote sport in U.S.(United States)(television)
- Article from:
- Los Angeles Business Journal
- Article date:
- May 29, 2006
- Author:
CopyrightCOPYRIGHT 2006 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
SOCCER'S World Cup ranks as the most popular sports event in the world, making it a prime showcase for global brands. In the United States, however, the product that stands to benefit most from the exposure is soccer itself.
Under an unusual deal, ABC and ESPN, both units of Walt Disney Co., will broadcast the matches live, but don't sell the advertising. Instead, Soccer United Marketing, the promotional arm of Major League Soccer, the U.S. professional league, handles the selling chores. In short, the league--not the network--is selling the sponsorships for the 64-game tournament, which starts June 9.
In 2002, SUM paid $40 million to FIFA, the sport's ...