Danone is to be a worldwide sponsor of the 1998 World Cup football championship.
The French group, which owns HP and Jacobs Bakery in the UK, says the deal covers dairy products only, but that there will be cross-promotional opportunities for other brands.
A spokeswoman from Danone’s head office in Paris says the deal includes stadium advertising and an international ad campaign. The dairy range – Petite Danone, Sprinklins and Danone Bio brands – will carry the France 98 logo.
There are 11 official sponsors of the tournament: Coca-Cola, Canon, Carlsberg, Fujifilm, JVC, Opel-Vauxhall, Snickers, MasterCard, Philips, Umbro and McDonald’s, each of which has committed 3.5m to the tournament.
Danone will not comment on its own proposed spend.
France 98 is likely to be watched by viewers in 150 countries.
Worldwide Danone spends six to eight per cent of profits on marketing and brand promotion.