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xp - World Cup Hype, Sponsorships and the like

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  • Ned Barnett
    Folks, I m trying to figure out the World Cup 2010 hype and the benefits (if any) of sponsorship. I have to admit I m not a big World Cup fan, but since the
    Message 1 of 8 , Jun 1, 2010
      Folks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
      any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
      the USA is lining up to be a host in the future, I'm trying to figure out
      how this compares to America's annual advertising binge tied to the
      Superbowl (or perhaps the World Series - or all the playoff games leading to
      the Superbowl).



      My experience with sponsorships and hype are tied to the 1996 Atlanta
      Olympics and the 2008 Beijing Olympics (I helped a client become the
      "official operating system of the 2008 Beijing Olympics). It doesn't extend
      into World Cup soccer, and it's a bit out of date (I negotiated the 2008
      deal in 2001). So I invite your insights.


      To focus my questions (and your answers), consider this:



      * How have either the massive sponsorship deals and/or the sponsors'
      marketing campaigns fared till now?
      * Have the companies who are official sponsors been able to leverage
      any meaningful or measurable advantage from the event hype so far?
      * What have been the total financial outlays in terms of sponsorship
      of the event?
      * Are there any significant differences in sponsorship deals this time
      as compared to previous World Cup sponsorships?
      * How is the event going to affect the non sponsor companies who are
      not paying hefty sponsorship fees, but are nonetheless creating huge
      marketing campaigns surrounding the event?
      * This year's World Cup is being held in the Union of South Africa -
      which is both African (duh), predominantly black and NOT a world-class
      soccer competitor. Perhaps coincidentally, perhaps not (which is my
      question), this year's World Cup hype seems decidedly muted (or so I've been
      told by people who care). In the end, does racism or a dismissal of
      African nations and/or a dismissal of non-competitive nations factor into
      this lowering of the hype and value of sponsorship that seems to be the case
      this year (or so I've been told)?



      If you've got any links to write-ups on this upcoming World Cup from a
      sponsorship/advertising perspective, I'd like to see those, too.



      Thanks


      Ned



      Ned Barnett

      Executive V.P. of Marketing
      Brand, LTD
      8379 W Sunset Rd #215

      Las Vegas, NV 89113

      (702) 696-1200

      Fax (702) 257-2501

      email: <mailto:pam@...> ned@...

      <http://www.brandltd.com/> www.brandltd.com

      strategic, creative integrated marketing solutions

      cid:3338267929_19574468



      Please consider the environment before printing this email. P







      [Non-text portions of this message have been removed]
    • analydiaochoa@yahoo.com
      Ned-not hype. Soccer is the biggest sport in the world and all major co s, including McDonalds, ESPN, Coke, Pepsi to name a few, are involved. In terms of
      Message 2 of 8 , Jun 1, 2010
        Ned-not hype. Soccer is the biggest sport in the world and all major co's, including McDonalds, ESPN, Coke, Pepsi to name a few, are involved.

        In terms of reports, articles, write-ups, read the following:

        HispanicAd.com
        Hispanicmarketweekly.com / HMW.com


        Sent on the Sprint� Now Network from my BlackBerry�

        -----Original Message-----
        From: "Ned Barnett" <ned@...>
        Date: Tue, 1 Jun 2010 13:35:55
        To: <PRMindshare@yahoogroups.com>; <prbytes@yahoogroups.com>; <prquorum@yahoogroups.com>; <SmallShopNetwork@yahoogroups.com>
        Subject: [prbytes] xp - World Cup Hype, Sponsorships and the like

        Folks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
        any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
        the USA is lining up to be a host in the future, I'm trying to figure out
        how this compares to America's annual advertising binge tied to the
        Superbowl (or perhaps the World Series - or all the playoff games leading to
        the Superbowl).



        My experience with sponsorships and hype are tied to the 1996 Atlanta
        Olympics and the 2008 Beijing Olympics (I helped a client become the
        "official operating system of the 2008 Beijing Olympics). It doesn't extend
        into World Cup soccer, and it's a bit out of date (I negotiated the 2008
        deal in 2001). So I invite your insights.


        To focus my questions (and your answers), consider this:



        * How have either the massive sponsorship deals and/or the sponsors'
        marketing campaigns fared till now?
        * Have the companies who are official sponsors been able to leverage
        any meaningful or measurable advantage from the event hype so far?
        * What have been the total financial outlays in terms of sponsorship
        of the event?
        * Are there any significant differences in sponsorship deals this time
        as compared to previous World Cup sponsorships?
        * How is the event going to affect the non sponsor companies who are
        not paying hefty sponsorship fees, but are nonetheless creating huge
        marketing campaigns surrounding the event?
        * This year's World Cup is being held in the Union of South Africa -
        which is both African (duh), predominantly black and NOT a world-class
        soccer competitor. Perhaps coincidentally, perhaps not (which is my
        question), this year's World Cup hype seems decidedly muted (or so I've been
        told by people who care). In the end, does racism or a dismissal of
        African nations and/or a dismissal of non-competitive nations factor into
        this lowering of the hype and value of sponsorship that seems to be the case
        this year (or so I've been told)?



        If you've got any links to write-ups on this upcoming World Cup from a
        sponsorship/advertising perspective, I'd like to see those, too.



        Thanks


        Ned



        Ned Barnett

        Executive V.P. of Marketing
        Brand, LTD
        8379 W Sunset Rd #215

        Las Vegas, NV 89113

        (702) 696-1200

        Fax (702) 257-2501

        email: <mailto:pam@...> ned@...

        <http://www.brandltd.com/> www.brandltd.com

        strategic, creative integrated marketing solutions

        cid:3338267929_19574468



        Please consider the environment before printing this email. P







        [Non-text portions of this message have been removed]




        [Non-text portions of this message have been removed]
      • Ned Barnett
        Ana I did not mean that the World Cup isn t significant - I was, instead, focusing on the hype surrounding the World Cup, fed by sponsors and advertisers. I do
        Message 3 of 8 , Jun 1, 2010
          Ana



          I did not mean that the World Cup isn't significant - I was, instead,
          focusing on the hype surrounding the World Cup, fed by sponsors and
          advertisers.



          I do understand that the US is the major hold-out against caring about the
          World Cup. Soccer has been trying to gain a toehold in the US market since
          at least 1966 (that was about the time when my high school first fielded a
          soccer team - which attracted fewer fans than the debate team - and Emory
          also fielded a team in '66 - my history teacher in '68 was also our high
          school soccer coach by virtue of having played on the Emory Team in 66 and
          67 - and I recall he told me that Emory was ahead of the curve in adopting
          soccer at the college level).



          In the years since, I've been to a half dozen professional matches here
          since then, and generally you could fit the stadium's worth of fans into a
          public school auditorium's bleachers. When you're in Atlanta's Fulton
          County Stadium with fewer than 100 people watching a professional soccer
          match, you understand that here in the US, soccer isn't "here" yet.



          But in the rest of the world, soccer fans go so far as to kill one another
          (I recall that two central American countries actually went to war, briefly,
          over a soccer match - I think it was in '69) over soccer. Now that's real
          passion!


          BTW - of the two links you sent, one had nothing about the hype or
          advertising/sponsorship hoopla around the 2010 WC, and the other wasn't a
          valid link. I realize you sent this from your phone and may not have been
          able to verify the links, but when you get to your computer, would you mind
          checking? I'd really like to follow them up, but can't.


          Thanks for your reply


          Ne



          Ned Barnett

          Executive V.P. of Marketing
          Brand, LTD
          8379 W Sunset Rd #215

          Las Vegas, NV 89113

          (702) 696-1200

          Fax (702) 257-2501

          email: <mailto:pam@...> ned@...

          <http://www.brandltd.com/> www.brandltd.com

          strategic, creative integrated marketing solutions

          cid:3338267929_19574468



          Please consider the environment before printing this email. P





          From: SmallShopNetwork@yahoogroups.com
          [mailto:SmallShopNetwork@yahoogroups.com] On Behalf Of
          analydiaochoa@...
          Sent: Tuesday, June 01, 2010 2:38 PM
          To: prbytes@yahoogroups.com; PRMindshare@yahoogroups.com;
          prquorum@yahoogroups.com; SmallShopNetwork@yahoogroups.com
          Subject: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships
          and the like





          Ned-not hype. Soccer is the biggest sport in the world and all major co's,
          including McDonalds, ESPN, Coke, Pepsi to name a few, are involved.

          In terms of reports, articles, write-ups, read the following:

          HispanicAd.com
          Hispanicmarketweekly.com / HMW.com

          Sent on the SprintR Now Network from my BlackBerryR

          _____

          From: "Ned Barnett" <ned@...>

          Date: Tue, 1 Jun 2010 13:35:55 -0700

          To: <PRMindshare@yahoogroups.com>; <prbytes@yahoogroups.com>;
          <prquorum@yahoogroups.com>; <SmallShopNetwork@yahoogroups.com>

          Subject: [prbytes] xp - World Cup Hype, Sponsorships and the like





          Folks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
          any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
          the USA is lining up to be a host in the future, I'm trying to figure out
          how this compares to America's annual advertising binge tied to the
          Superbowl (or perhaps the World Series - or all the playoff games leading to
          the Superbowl).

          My experience with sponsorships and hype are tied to the 1996 Atlanta
          Olympics and the 2008 Beijing Olympics (I helped a client become the
          "official operating system of the 2008 Beijing Olympics). It doesn't extend
          into World Cup soccer, and it's a bit out of date (I negotiated the 2008
          deal in 2001). So I invite your insights.

          To focus my questions (and your answers), consider this:

          * How have either the massive sponsorship deals and/or the sponsors'
          marketing campaigns fared till now?
          * Have the companies who are official sponsors been able to leverage
          any meaningful or measurable advantage from the event hype so far?
          * What have been the total financial outlays in terms of sponsorship
          of the event?
          * Are there any significant differences in sponsorship deals this time
          as compared to previous World Cup sponsorships?
          * How is the event going to affect the non sponsor companies who are
          not paying hefty sponsorship fees, but are nonetheless creating huge
          marketing campaigns surrounding the event?
          * This year's World Cup is being held in the Union of South Africa -
          which is both African (duh), predominantly black and NOT a world-class
          soccer competitor. Perhaps coincidentally, perhaps not (which is my
          question), this year's World Cup hype seems decidedly muted (or so I've been
          told by people who care). In the end, does racism or a dismissal of
          African nations and/or a dismissal of non-competitive nations factor into
          this lowering of the hype and value of sponsorship that seems to be the case
          this year (or so I've been told)?

          If you've got any links to write-ups on this upcoming World Cup from a
          sponsorship/advertising perspective, I'd like to see those, too.

          Thanks

          Ned

          Ned Barnett

          Executive V.P. of Marketing
          Brand, LTD
          8379 W Sunset Rd #215

          Las Vegas, NV 89113

          (702) 696-1200

          Fax (702) 257-2501

          email: <mailto:pam@... <mailto:pam%40brandltd.com> >
          ned@... <mailto:ned%40brandltd.com>

          <http://www.brandltd.com/> www.brandltd.com

          strategic, creative integrated marketing solutions

          cid:3338267929_19574468

          Please consider the environment before printing this email. P

          [Non-text portions of this message have been removed]





          [Non-text portions of this message have been removed]
        • David P. Dillard
          This link may be useful to those interested in this topic:
          Message 4 of 8 , Jun 2, 2010
            This link may be useful to those interested in this topic:


            <http://scholar.google.com/scholar?hl=en&q=%22world%20cup%
            20soccer%22%20and%20(advertisers%20OR%20media%20OR%
            20sponsorship%20OR%20sponsorships%20OR%20marketing)
            &um=1&ie=UTF-8&sa=N&tab=ws>



            A shorter URL for the above link:



            <http://tinyurl.com/277qlxp>



            Also of possible interest:


            TEMPLE UNIVERSITY LIBRARIES SUBJECT GUIDES:
            Sports & Sports Management
            This Guide Covers a Wide Range Of Issues in Sports in General
            as Well as Sources Focused in Sports Management
            http://guides.temple.edu/sports-management


            SPORTS SOCCER
            http://tinyurl.com/kk99jx


            SPORTS
            http://tinyurl.com/nhhq5l


            http://tinyurl.com/mlum3b




            Sincerely,
            David Dillard
            Temple University
            (215) 204 - 4584
            jwne@...
            <http://daviddillard.businesscard2.com>
            Net-Gold
            <http://groups.yahoo.com/group/net-gold>
            Index: <http://tinyurl.com/myxb4w>
            <http://listserv.temple.edu/archives/net-gold.html>
            <http://groups.google.com/group/net-gold?hl=en>
            General Internet & Print Resources
            <http://guides.temple.edu/general-internet>
            COUNTRIES
            <http://guides.temple.edu/general-country-info>
            EMPLOYMENT
            <http://guides.temple.edu/EMPLOYMENT>
            TOURISM
            <http://guides.temple.edu/tourism>
            DISABILITIES
            http://guides.temple.edu/DISABILITIES
            INDOOR GARDENING
            <http://tech.groups.yahoo.com/group/IndoorGardeningUrban/>
            Educator-Gold
            <http://groups.yahoo.com/group/Educator-Gold/>
            K12ADMINLIFE
            <http://groups.yahoo.com/group/K12AdminLIFE/>
            RUSSELL CONWELL CENTER SUBJECT GUIDE
            http://guides.temple.edu/Russell-Conwell-Center
            THE COLLEGE LEARNING CENTER
            <http://tinyurl.com/yae7w79>
            Nina Dillard's Photographs on Net-Gold
            http://tinyurl.com/36qd2o
            and also http://gallery.me.com/neemers1
            http://www.flickr.com/photos/neemers/
            Net-Gold Membership Required to View Photos on Net-Gold
            Twitter: davidpdillard


            Bushell, R. & Sheldon, P. (eds),
            Wellness and Tourism: Mind, Body, Spirit,
            Place, New York: Cognizant Communication Books.
            Wellness Tourism: Bibliographic and Webliographic Essay
            David P. Dillard
            <http://tinyurl.com/p63whl>
            <http://tinyurl.com/ou53aw>


            INDOOR GARDENING
            Improve Your Chances for Indoor Gardening Success
            http://tech.groups.yahoo.com/group/IndoorGardeningUrban/
            http://groups.google.com/group/indoor-gardening-and-urban-gardening


            SPORT-MED
            https://www.jiscmail.ac.uk/lists/sport-med.html
            http://groups.google.com/group/sport-med
            http://groups.yahoo.com/group/sports-med/
            http://listserv.temple.edu/archives/sport-med.html


            Health Diet Fitness Recreation Sports Tourism
            http://health.groups.yahoo.com/group/healthrecsport/
            http://groups.google.com/group/healthrecsport
            http://listserv.temple.edu/archives/health-recreation-sports-tourism.html


            .


            On Tue, 1 Jun 2010, analydiaochoa@... wrote:

            > Ned-not hype. Soccer is the biggest sport in the world and all major
            > co's, including McDonalds, ESPN, Coke, Pepsi to name a few, are
            > involved.

            > In terms of reports, articles, write-ups, read the following:

            > HispanicAd.com
            > Hispanicmarketweekly.com / HMW.com
          • Ned Barnett
            Thanks, David From: prbytes@yahoogroups.com [mailto:prbytes@yahoogroups.com] On Behalf Of David P. Dillard Sent: Wednesday, June 02, 2010 1:01 AM To:
            Message 5 of 8 , Jun 2, 2010
              Thanks, David







              From: prbytes@yahoogroups.com [mailto:prbytes@yahoogroups.com] On Behalf Of
              David P. Dillard
              Sent: Wednesday, June 02, 2010 1:01 AM
              To: prbytes@yahoogroups.com
              Subject: Re: [prbytes] xp - World Cup Hype, Sponsorships and the like







              This link may be useful to those interested in this topic:

              <http://scholar.google.com/scholar?hl=en
              <http://scholar.google.com/scholar?hl=en&q=%22world%20cup%25>
              &q=%22world%20cup%
              20soccer%22%20and%20(advertisers%20OR%20media%20OR%
              20sponsorship%20OR%20sponsorships%20OR%20marketing)
              &um=1&ie=UTF-8&sa=N&tab=ws>

              A shorter URL for the above link:

              <http://tinyurl.com/277qlxp>

              Also of possible interest:

              TEMPLE UNIVERSITY LIBRARIES SUBJECT GUIDES:
              Sports & Sports Management
              This Guide Covers a Wide Range Of Issues in Sports in General
              as Well as Sources Focused in Sports Management
              http://guides.temple.edu/sports-management

              SPORTS SOCCER
              http://tinyurl.com/kk99jx

              SPORTS
              http://tinyurl.com/nhhq5l

              http://tinyurl.com/mlum3b

              Sincerely,
              David Dillard
              Temple University
              (215) 204 - 4584
              jwne@... <mailto:jwne%40temple.edu>
              <http://daviddillard.businesscard2.com>
              Net-Gold
              <http://groups.yahoo.com/group/net-gold>
              Index: <http://tinyurl.com/myxb4w>
              <http://listserv.temple.edu/archives/net-gold.html>
              <http://groups.google.com/group/net-gold?hl=en>
              General Internet & Print Resources
              <http://guides.temple.edu/general-internet>
              COUNTRIES
              <http://guides.temple.edu/general-country-info>
              EMPLOYMENT
              <http://guides.temple.edu/EMPLOYMENT>
              TOURISM
              <http://guides.temple.edu/tourism>
              DISABILITIES
              http://guides.temple.edu/DISABILITIES
              INDOOR GARDENING
              <http://tech.groups.yahoo.com/group/IndoorGardeningUrban/>
              Educator-Gold
              <http://groups.yahoo.com/group/Educator-Gold/>
              K12ADMINLIFE
              <http://groups.yahoo.com/group/K12AdminLIFE/>
              RUSSELL CONWELL CENTER SUBJECT GUIDE
              http://guides.temple.edu/Russell-Conwell-Center
              THE COLLEGE LEARNING CENTER
              <http://tinyurl.com/yae7w79>
              Nina Dillard's Photographs on Net-Gold
              http://tinyurl.com/36qd2o
              and also http://gallery.me.com/neemers1
              http://www.flickr.com/photos/neemers/
              Net-Gold Membership Required to View Photos on Net-Gold
              Twitter: davidpdillard

              Bushell, R. & Sheldon, P. (eds),
              Wellness and Tourism: Mind, Body, Spirit,
              Place, New York: Cognizant Communication Books.
              Wellness Tourism: Bibliographic and Webliographic Essay
              David P. Dillard
              <http://tinyurl.com/p63whl>
              <http://tinyurl.com/ou53aw>

              INDOOR GARDENING
              Improve Your Chances for Indoor Gardening Success
              http://tech.groups.yahoo.com/group/IndoorGardeningUrban/
              http://groups.google.com/group/indoor-gardening-and-urban-gardening

              SPORT-MED
              https://www.jiscmail.ac.uk/lists/sport-med.html
              http://groups.google.com/group/sport-med
              http://groups.yahoo.com/group/sports-med/
              http://listserv.temple.edu/archives/sport-med.html

              Health Diet Fitness Recreation Sports Tourism
              http://health.groups.yahoo.com/group/healthrecsport/
              http://groups.google.com/group/healthrecsport
              http://listserv.temple.edu/archives/health-recreation-sports-tourism.html

              .

              On Tue, 1 Jun 2010, analydiaochoa@...
              <mailto:analydiaochoa%40yahoo.com> wrote:

              > Ned-not hype. Soccer is the biggest sport in the world and all major
              > co's, including McDonalds, ESPN, Coke, Pepsi to name a few, are
              > involved.

              > In terms of reports, articles, write-ups, read the following:

              > HispanicAd.com
              > Hispanicmarketweekly.com / HMW.com





              [Non-text portions of this message have been removed]
            • ana lydia ochoa
              Ned, Albeit late, read the following articles that highlight World Cup advertising revenues and market share:
              Message 6 of 8 , Jun 10, 2010
                Ned,

                Albeit late, read the following articles that highlight World Cup advertising revenues and market share:

                http://www.socceramerica.com/article/38391/us-world-cup-tv-audience-keeps-growing.html

                http://www.nytimes.com/2010/06/08/sports/soccer/08sandomir.html

                You should also keep a close-eye on any industry trade publications as they will continue to highlight ad revenue, consumers reached, world-wide market-share growth, etc. throughout the Cup schedule.
                --
                Ana Lydia Ochoa
                padma media & marketing, Inc.
                o.310.598.5735
                c.310.403.5299

                Twitter.com/LatinaPRpro
                LinkedIn.com/AnaLydiaOchoa
                Facebook.com/pages/Los-Angeles-CA/padma-media-marketing/8757051745








                ________________________________
                From: Ned Barnett <ned@...>
                To: SmallShopNetwork@yahoogroups.com; prbytes@yahoogroups.com; PRMindshare@yahoogroups.com; prquorum@yahoogroups.com
                Sent: Tue, June 1, 2010 3:30:31 PM
                Subject: RE: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like


                Ana

                I did not mean that the World Cup isn’t significant –
                I was, instead, focusing on the hype surrounding the World Cup, fed by sponsors
                and advertisers.

                I do understand that the US is the major hold-out against caring
                about the World Cup. Soccer has been trying to gain a toehold in the US
                market since at least 1966 (that was about the time when my high school first
                fielded a soccer team – which attracted fewer fans than the debate team –
                and Emory also fielded a team in ’66 – my history teacher in ’68
                was also our high school soccer coach by virtue of having played on the Emory
                Team in 66 and 67 – and I recall he told me that Emory was ahead of the curve
                in adopting soccer at the college level).

                In the years since, I’ve been to a half dozen professional
                matches here since then, and generally you could fit the stadium’s worth
                of fans into a public school auditorium’s bleachers. When you’re
                in Atlanta’s Fulton County Stadium with fewer than 100 people watching a professional
                soccer match, you understand that here in the US, soccer isn’t “here”
                yet.

                But in the rest of the world, soccer fans go so far as to kill
                one another (I recall that two central American countries actually went to war,
                briefly, over a soccer match – I think it was in ’69) over
                soccer. Now that’s real passion!

                BTW – of the two links you sent, one had nothing about the hype or
                advertising/ sponsorship hoopla around the 2010 WC, and the other wasn’t a
                valid link. I realize you sent this from your phone and may not have been
                able to verify the links, but when you get to your computer, would you mind
                checking? I’d really like to follow them up, but can’t.

                Thanks for your reply

                Ne

                Ned Barnett
                Executive V.P. of Marketing
                Brand, LTD
                8379 W Sunset Rd #215
                Las Vegas, NV 89113
                (702) 696-1200
                Fax (702) 257-2501
                email: ned@brandltd. com
                www.brandltd. com
                strategic, creative integrated marketing solutions

                Please consider the environment before printing this email.P


                From:SmallShopNetwork@ yahoogroups. com
                [mailto:SmallShopNe twork@yahoogroup s.com] On Behalf Of analydiaochoa@ yahoo.com
                Sent: Tuesday, June 01, 2010 2:38 PM
                To: prbytes@yahoogroups .com; PRMindshare@ yahoogroups. com;
                prquorum@yahoogroup s.com; SmallShopNetwork@ yahoogroups. com
                Subject: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype,
                Sponsorships and the like


                Ned-not hype. Soccer is the biggest sport in
                the world and all major co's, including McDonalds, ESPN, Coke, Pepsi to name a
                few, are involved.

                In terms of reports, articles, write-ups, read the following:

                HispanicAd.com
                Hispanicmarketweekl y.com / HMW.com
                Sent on the Sprint® Now Network from my BlackBerry®

                ________________________________

                From: "Ned Barnett" <ned@brandltd. com>
                Date: Tue, 1 Jun 2010 13:35:55 -0700
                To: <PRMindshare@ yahoogroups. com>;
                <prbytes@yahoogroups .com>; <prquorum@yahoogroup s.com>;
                <SmallShopNetwork@ yahoogroups. com>
                Subject: [prbytes] xp - World Cup Hype, Sponsorships
                and the like


                Folks, I'm trying to figure out the World Cup
                2010 hype and the benefits (if
                any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
                the USA is lining up to be a host in the future, I'm trying to figure out
                how this compares to America's annual advertising binge tied to the
                Superbowl (or perhaps the World Series - or all the playoff games leading to
                the Superbowl).

                My experience with sponsorships and hype are tied to the 1996 Atlanta
                Olympics and the 2008 Beijing Olympics (I helped a client become the
                "official operating system of the 2008 Beijing Olympics). It doesn't
                extend
                into World Cup soccer, and it's a bit out of date (I negotiated the 2008
                deal in 2001). So I invite your insights.

                To focus my questions (and your answers), consider this:

                * How have either the massive sponsorship deals and/or the sponsors'
                marketing campaigns fared till now?
                * Have the companies who are official sponsors been able to leverage
                any meaningful or measurable advantage from the event hype so far?
                * What have been the total financial outlays in terms of sponsorship
                of the event?
                * Are there any significant differences in sponsorship deals this time
                as compared to previous World Cup sponsorships?
                * How is the event going to affect the non sponsor companies who are
                not paying hefty sponsorship fees, but are nonetheless creating huge
                marketing campaigns surrounding the event?
                * This year's World Cup is being held in the Union of South Africa -
                which is both African (duh), predominantly black and NOT a world-class
                soccer competitor. Perhaps coincidentally, perhaps not (which is my
                question), this year's World Cup hype seems decidedly muted (or so I've been
                told by people who care). In the end, does racism or a dismissal of
                African nations and/or a dismissal of non-competitive nations factor into
                this lowering of the hype and value of sponsorship that seems to be the case
                this year (or so I've been told)?

                If you've got any links to write-ups on this upcoming World Cup from a
                sponsorship/ advertising perspective, I'd like to see those, too.

                Thanks

                Ned

                Ned Barnett

                Executive V.P. of Marketing
                Brand, LTD
                8379 W Sunset Rd #215

                Las Vegas, NV 89113

                (702) 696-1200

                Fax (702) 257-2501

                email: <mailto:pam@brandltd. com> ned@brandltd. com

                <http://www.brandltd.com/>
                www.brandltd. com

                strategic, creative integrated marketing solutions

                cid:3338267929_ 19574468

                Please consider the environment before printing this email. P

                [Non-text portions of this message have been removed]





                [Non-text portions of this message have been removed]
              • ana lydia ochoa
                Ned, A HUGE highlight of the World Cup is the first game: Mexico versus South Africa Following articles detail a few reasons why, including El Tri Fanatics (As
                Message 7 of 8 , Jun 10, 2010
                  Ned,

                  A HUGE highlight of the World Cup is the first game: Mexico versus South Africa

                  Following articles detail a few reasons why, including El Tri Fanatics (As Mexican Soccer League Fans are known):

                  http://articles.latimes.com/2010/jun/09/sports/la-sp-mexico-world-cup-20100610
                  http://www.nytimes.com/2010/05/07/sports/soccer/07soccer.html

                  And who will I be rooting for? On Sunday - Mexico, of course ;)
                  --
                  Ana Lydia Ochoa
                  padma media & marketing, Inc.
                  o.310.598.5735
                  c.310.403.5299

                  Twitter.com/LatinaPRpro
                  LinkedIn.com/AnaLydiaOchoa
                  Facebook.com/pages/Los-Angeles-CA/padma-media-marketing/8757051745








                  ________________________________
                  From: Ned Barnett <ned@...>
                  To: PRMindshare@yahoogroups.com; prbytes@yahoogroups.com; prquorum@yahoogroups.com; SmallShopNetwork@yahoogroups.com
                  Sent: Tue, June 1, 2010 1:35:55 PM
                  Subject: [prbytes] xp - World Cup Hype, Sponsorships and the like


                  Folks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
                  any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
                  the USA is lining up to be a host in the future, I'm trying to figure out
                  how this compares to America's annual advertising binge tied to the
                  Superbowl (or perhaps the World Series - or all the playoff games leading to
                  the Superbowl).

                  My experience with sponsorships and hype are tied to the 1996 Atlanta
                  Olympics and the 2008 Beijing Olympics (I helped a client become the
                  "official operating system of the 2008 Beijing Olympics). It doesn't extend
                  into World Cup soccer, and it's a bit out of date (I negotiated the 2008
                  deal in 2001). So I invite your insights.

                  To focus my questions (and your answers), consider this:

                  * How have either the massive sponsorship deals and/or the sponsors'
                  marketing campaigns fared till now?
                  * Have the companies who are official sponsors been able to leverage
                  any meaningful or measurable advantage from the event hype so far?
                  * What have been the total financial outlays in terms of sponsorship
                  of the event?
                  * Are there any significant differences in sponsorship deals this time
                  as compared to previous World Cup sponsorships?
                  * How is the event going to affect the non sponsor companies who are
                  not paying hefty sponsorship fees, but are nonetheless creating huge
                  marketing campaigns surrounding the event?
                  * This year's World Cup is being held in the Union of South Africa -
                  which is both African (duh), predominantly black and NOT a world-class
                  soccer competitor. Perhaps coincidentally, perhaps not (which is my
                  question), this year's World Cup hype seems decidedly muted (or so I've been
                  told by people who care). In the end, does racism or a dismissal of
                  African nations and/or a dismissal of non-competitive nations factor into
                  this lowering of the hype and value of sponsorship that seems to be the case
                  this year (or so I've been told)?

                  If you've got any links to write-ups on this upcoming World Cup from a
                  sponsorship/advertising perspective, I'd like to see those, too.

                  Thanks

                  Ned

                  Ned Barnett

                  Executive V.P. of Marketing
                  Brand, LTD
                  8379 W Sunset Rd #215

                  Las Vegas, NV 89113

                  (702) 696-1200

                  Fax (702) 257-2501

                  email: <mailto:pam@...> ned@...

                  <http://www.brandltd.com/> www.brandltd.com

                  strategic, creative integrated marketing solutions

                  cid:3338267929_19574468

                  Please consider the environment before printing this email. P

                  [Non-text portions of this message have been removed]







                  [Non-text portions of this message have been removed]
                • Ned Barnett
                  Thank you, Ana – not too late. On a cross-country odyssey to see youngest son married to the beauteous Katie King. We told him that if he backed out, we’d
                  Message 8 of 8 , Jun 11, 2010
                    Thank you, Ana – not too late. On a cross-country odyssey to see youngest son married to the beauteous Katie King. We told him that if he backed out, we’d disown him and adopt Katie, who’s a wonderful young woman indeed.


                    Ned



                    Ned Barnett, APR

                    Fellow, American Hospital Association - Marketing & PR

                    Barnett Marketing Communications

                    420 N. Nellis Blvd., A3-276

                    Las Vegas NV 89110

                    702-696-1200 - office

                    702-561-1167 - cell/text

                    www.barnettmarcom.com



                    From: SmallShopNetwork@yahoogroups.com [mailto:SmallShopNetwork@yahoogroups.com] On Behalf Of ana lydia ochoa
                    Sent: Thursday, June 10, 2010 2:55 PM
                    To: SmallShopNetwork@yahoogroups.com; prbytes@yahoogroups.com; PRMindshare@yahoogroups.com; prquorum@yahoogroups.com
                    Subject: Re: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like





                    Ned,



                    Albeit late, read the following articles that highlight World Cup advertising revenues and market share:



                    http://www.socceramerica.com/article/38391/us-world-cup-tv-audience-keeps-growing.html



                    http://www.nytimes.com/2010/06/08/sports/soccer/08sandomir.html



                    You should also keep a close-eye on any industry trade publications as they will continue to highlight ad revenue, consumers reached, world-wide market-share growth, etc. throughout the Cup schedule.


                    --
                    Ana Lydia Ochoa
                    padma media & marketing, Inc.
                    o.310.598.5735
                    c.310.403.5299

                    Twitter.com/LatinaPRpro
                    LinkedIn.com/AnaLydiaOchoa
                    Facebook.com/pages/Los-Angeles-CA/padma-media-marketing/8757051745







                    _____

                    From: Ned Barnett <ned@...>
                    To: SmallShopNetwork@yahoogroups.com; prbytes@yahoogroups.com; PRMindshare@yahoogroups.com; prquorum@yahoogroups.com
                    Sent: Tue, June 1, 2010 3:30:31 PM
                    Subject: RE: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like



                    Ana



                    I did not mean that the World Cup isn’t significant – I was, instead, focusing on the hype surrounding the World Cup, fed by sponsors and advertisers.



                    I do understand that the US is the major hold-out against caring about the World Cup. Soccer has been trying to gain a toehold in the US market since at least 1966 (that was about the time when my high school first fielded a soccer team – which attracted fewer fans than the debate team – and Emory also fielded a team in ’66 – my history teacher in ’68 was also our high school soccer coach by virtue of having played on the Emory Team in 66 and 67 – and I recall he told me that Emory was ahead of the curve in adopting soccer at the college level).



                    In the years since, I’ve been to a half dozen professional matches here since then, and generally you could fit the stadium’s worth of fans into a public school auditorium’s bleachers. When you’re in Atlanta’s Fulton County Stadium with fewer than 100 people watching a professional soccer match, you understand that here in the US, soccer isn’t “here” yet.



                    But in the rest of the world, soccer fans go so far as to kill one another (I recall that two central American countries actually went to war, briefly, over a soccer match – I think it was in ’69) over soccer. Now that’s real passion!


                    BTW – of the two links you sent, one had nothing about the hype or advertising/ sponsorship hoopla around the 2010 WC, and the other wasn’t a valid link. I realize you sent this from your phone and may not have been able to verify the links, but when you get to your computer, would you mind checking? I’d really like to follow them up, but can’t.


                    Thanks for your reply


                    Ne



                    Ned Barnett

                    Executive V.P. of Marketing
                    Brand, LTD
                    8379 W Sunset Rd #215

                    Las Vegas, NV 89113

                    (702) 696-1200

                    Fax (702) 257-2501

                    email: ned@brandltd. com <mailto:pam@...>

                    www.brandltd. com <http://www.brandltd.com/>

                    strategic, creative integrated marketing solutions

                    Error! Filename not specified.



                    Please consider the environment before printing this email. P





                    From: SmallShopNetwork@ yahoogroups. com [mailto:SmallShopNe twork@yahoogroup s.com] On Behalf Of analydiaochoa@ yahoo.com
                    Sent: Tuesday, June 01, 2010 2:38 PM
                    To: prbytes@yahoogroups .com; PRMindshare@ yahoogroups. com; prquorum@yahoogroup s.com; SmallShopNetwork@ yahoogroups. com
                    Subject: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like





                    Ned-not hype. Soccer is the biggest sport in the world and all major co's, including McDonalds, ESPN, Coke, Pepsi to name a few, are involved.

                    In terms of reports, articles, write-ups, read the following:

                    HispanicAd.com
                    Hispanicmarketweekl y.com / HMW.com

                    Sent on the Sprint® Now Network from my BlackBerry®

                    _____

                    From: "Ned Barnett" <ned@brandltd. com>

                    Date: Tue, 1 Jun 2010 13:35:55 -0700

                    To: <PRMindshare@ yahoogroups. com>; <prbytes@yahoogroups .com>; <prquorum@yahoogroup s.com>; <SmallShopNetwork@ yahoogroups. com>

                    Subject: [prbytes] xp - World Cup Hype, Sponsorships and the like





                    Folks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
                    any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
                    the USA is lining up to be a host in the future, I'm trying to figure out
                    how this compares to America's annual advertising binge tied to the
                    Superbowl (or perhaps the World Series - or all the playoff games leading to
                    the Superbowl).

                    My experience with sponsorships and hype are tied to the 1996 Atlanta
                    Olympics and the 2008 Beijing Olympics (I helped a client become the
                    "official operating system of the 2008 Beijing Olympics). It doesn't extend
                    into World Cup soccer, and it's a bit out of date (I negotiated the 2008
                    deal in 2001). So I invite your insights.

                    To focus my questions (and your answers), consider this:

                    * How have either the massive sponsorship deals and/or the sponsors'
                    marketing campaigns fared till now?
                    * Have the companies who are official sponsors been able to leverage
                    any meaningful or measurable advantage from the event hype so far?
                    * What have been the total financial outlays in terms of sponsorship
                    of the event?
                    * Are there any significant differences in sponsorship deals this time
                    as compared to previous World Cup sponsorships?
                    * How is the event going to affect the non sponsor companies who are
                    not paying hefty sponsorship fees, but are nonetheless creating huge
                    marketing campaigns surrounding the event?
                    * This year's World Cup is being held in the Union of South Africa -
                    which is both African (duh), predominantly black and NOT a world-class
                    soccer competitor. Perhaps coincidentally, perhaps not (which is my
                    question), this year's World Cup hype seems decidedly muted (or so I've been
                    told by people who care). In the end, does racism or a dismissal of
                    African nations and/or a dismissal of non-competitive nations factor into
                    this lowering of the hype and value of sponsorship that seems to be the case
                    this year (or so I've been told)?

                    If you've got any links to write-ups on this upcoming World Cup from a
                    sponsorship/ advertising perspective, I'd like to see those, too.

                    Thanks

                    Ned

                    Ned Barnett

                    Executive V.P. of Marketing
                    Brand, LTD
                    8379 W Sunset Rd #215

                    Las Vegas, NV 89113

                    (702) 696-1200

                    Fax (702) 257-2501

                    email: <mailto:pam@brandltd. <mailto:pam%40brandltd.com> com> ned@brandltd. <mailto:ned%40brandltd.com> com

                    <http://www.brandltd.com/> www.brandltd. com

                    strategic, creative integrated marketing solutions

                    cid:3338267929_ 19574468

                    Please consider the environment before printing this email. P

                    [Non-text portions of this message have been removed]







                    [Non-text portions of this message have been removed]
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