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Article: The other World Cup players Big US corporations pony up millions to be official sponsors
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- June 23, 1994
- Author:
CopyrightCopyright 1994 The Boston Globe. Provided by ProQuest LLC. (Hide copyright information)
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You may not give a hoot about World Cup soccer, but the rest of
the world does. And the Gillette Corp. knows it.
That's why they're spending approximately $20 million to be an
official sponsor of the World Cup games.
Undeterred by the impression that Americans are greeting the World
Cup with a yawn, ITT Sheraton, Coca-Cola, MasterCard and more than a
dozen other World Cup sponsors all have similar notions. They are
chipping in a record $298 million for a piece of the marketing
rights, according to Jim Andrews, editorial director of the IEG
Sponsorship Report, a newsletter that tracks sports sponsorship
dollars.
That's more than the 1994 Winter Olympics, which took in $236
million in ...