Toshiba is the latest company to sponsor the 2002 soccer World Cup in Japan and Korea, and has also signed for the ensuing World Cup in Germany in 2006.

Under the deal with soccer’s governing body FIFA, the electronics giant will be the ‘Official IT Partner’ of next year’s event, providing PCs, servers and other computer equipment as well as helping to develop the World Cup’s website.

In return, Toshiba gets the chance to show off its products and underline its image as an IT solutions provider at one of the most-watched events in the world. It will also receive ad space at participating stadia and name-checks on the website and on score updates during coverage of games.

News source: Advertising Age - International Daily