Following the inking of a $305 million (€273m, £168m) sponsorship deal with Sony [WAMN: 08-Apr-05], soccer's world governing body FIFA is now hoping to repeat the prescription with other corporate giants.

It is in talks with Cola-Cola, McDonald's and credit card titan MasterCard to complete its lineup of six "top-tier" sponsors. The other two, already signed, are South Korean carmaker Hyundai and German sportswear firm Adidas.

FIFA wants $1.5bn-plus backing for its World Cup championships in 2010 and 2014 and is hoping to finalise the deals by the end of 2005.

It will also seek up to eight second-tier World Cup sponsors and between four and six third-tier "national supporters" drawn from the country in which the championships are to be played - South Africa in 2010 and possibly Brazil in 2014.

Says Jérôme Valcke, head of FIFA marketing, the programme is designed first and foremost to "develop FIFA's value".

Data sourced from Financial Times Online; additional content by WARC staff