Ketchum hired to score for World Cup sponsors

Ketchum Paris has been appointed by sports sponsorship company ISL to publicise the official sponsors of the football World Cup in France.

Ketchum Paris has been appointed by sports sponsorship company ISL

to publicise the official sponsors of the football World Cup in

France.



The agency will assist ISL in the largest scale promotion of sponsors

that has ever been carried out. The aim is make consumers recognise that

official sponsors pour money into football, while brands that simply

associate themselves with the event via ’guerrilla’ marketing add

nothing to the game. The official sponsors of the World Cup are: Adidas,

Budweiser, Canon, Coca-Cola, Fujifilm, Gillette, JVC, MasterCard,

McDonald’s, Opel, Philips and Snickers.



The impetus for the campaign came from last year’s Euro 96 Football

Championships, when it was generally accepted that brands like Nike,

which mounted a large poster campaign at the time of the event, gained

at least as much benefit as the official sponsors.



Ketchum will co-ordinate media relations in France for the sponsors,

starting from the World Cup draw in Marseille on 4 December. Much of the

work will then be focused around the event, which will take place next

June and July.



ISL vice-president, football, Vittorio Jenny, said that Ketchum would be

responsible for various ’stunts’ which would publicise the involvement

of the 12 sponsors and complement each company’s own marketing.



Fleishman-Hillard carried out PR for ISL’s Sponsor Recognition Programme

during the 1994 World Cup in the USA. But the work was much lower key

than what is planned for next year’s event. F-H have been retained to

work on liaising with advertising agencies, giving advice on how far

they can go in linking their clients’ brands with the World Cup.



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