Soccer's world governing body, FIFA, has turned down a £1.56 billion ($2.8bn; €2.3bn) offer for the TV and marketing rights to the 2010 and 2014 World Cup tournaments.
The bid is believed to be from International Sports and Entertainment the Zurich-based sports marketing group whose major shareholders include agency networks Publicis Groupe and Dentsu.
ISE is understood to have offered more for the rights than the two previous World Cup events which were TV-only deals. FIFA has indicated it thinks the bid too low.
Whether this is bravado or simply an attempt to kick-start a depressed and saturated sports rights market remains to be seen.
FIFA has said the 2010 tournament will be in Africa. Egypt, Libya and Tunisia are amongst the countries competing to host the event. The 2014 competition is slated for South America.
Data sourced from mad.co.uk; additional content by WARC staff.