WORLD CUP SOCCER
"World Cup USA '94"

Challenge:
Bring soccer to the U.S. in a big way and use its global standing as the #1 sporting event in the world as a marketing vehicle for U.S. companies to broaden their appeal within ethnic U.S. and global markets.

Solution:
Identify and leverage global companies with large promotional budgets to help create U.S. awareness and excitement for World Cup Soccer. Work creatively with sponsors to develop marketing strategies, promotions and hospitality opportunities that were highly targeted and meaningful. Focus on youth as the future of soccer by in the U.S. and around the world. Package the promotional components of the sponsorship with a solid media component and offer sponsors the opportunity for broadcast exposure globally. Sponsors include: Coca-Cola, Kodak, M&M Mars, MasterCard, Adidas, Sprint and Phillips.

Summary:
Participants established positive image and goodwill with target audiences. Allowed corporations to open and expand their U.S. and international markets. As an added benefit, sponsors formed partnerships with other like-minded companies. Soccer has been growing steadily in the U.S, creating a whole new set of heroes and role models for adults and kids.