Undaunted by the recent collapse of its marketing partner ISL [WAMN: 21-May-01], soccer’s governing body FIFA has signed a six-year sponsorship deal with communications equipment manufacturer Avaya, a spun-off division of Lucent Technologies.
Avaya becomes one of the twelve official sponsors of next year’s World Cup in Japan and Korea, gaining the title ‘Official Convergence Communication Provider’.
The fee paid by Avaya is thought to be around $20 million – less than the $30m–$40m normally charged. Underlying the discount is the provision of communication facilities for fans and journalists during the event.
As an official sponsor, Avaya will receive two on-field billboards at each match, exclusive rights to buy TV ad time, various logo placements and other marketing perks.
The deal, the first to be sccessfully negotiated since ISL’s collapse, was brokered by FCB Sports Marketing in San Francisco.
News sources: Adweek.com; AdAge Global