Magazine article Marketing

Sponsorship Wrangle Strikes World Cup

Magazine article Marketing

Sponsorship Wrangle Strikes World Cup

Article excerpt

Sponsorship wrangle strikes World Cup

The potential sponsorship deal for ITV's World Cup coverage has ended as it started - with confusion.

Last week, National Power appeared to have sewn up a deal worth 2m [pounds] which would have given it high-profile credits during this summer's top soccer competition.

Then, as soon as the deal seemed firmly agreed, it was off again. On Friday, following press leaks of the deal, the IBA insisted that it still had to hear definite proposals from ITV on what credits would actually be offered a sponsor.

ITV would only confirm that National Power was "among a short list" of sponsors still in the running.

Compared to the smooth running of ITV's deal with PowerGen for the sponsorship of its weather bulletins, ITV appeared to have got in a complete muddle over the World Cup.

Both electricity generators have been keen to exploit TV sponsorship in a bid to build brand recognition in the run up to privatisation. …

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