Danone signs World Cup 98 sponsorship

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here