SportBusiness.com

The figure dwarfs the #4million paid by vehicle breakdown giant Green Flag over the past four years.It could go higher if Glenn Hoddle's men emerge as world champions on July 12, following their 2-0 win over Colombia on Friday.A new sponsor is being lined up after Green Flag's decision several months ago not to extend its contract beyond England's involvement in this summer's contest. Favourites among the bidders for the new contract are the American-owned Ford motor company and mobile phone operator Mercury One-2-One.But sources close to the deal believe that the amount being demanded for the four years up to World Cup 2002 was considered `excessive', partly because Fifa, football's world governing body, does not allow national teams to carry sponsors' names on their playing shirts.FrenzyGreen Flag's name appears instead on tracksuits, training kit and casual wear and, during TV interviews and media events, on displays behind coach Glenn Hoddle and the players.Green Flag also puts its name to international fixtures at Wembley between World Cups.But the value of sponsorship is becoming clear at France 98. The tournament has become a feeding frenzy of promotional activity, with company names emblazoned on everything from drink mats and T-shirts to coaches and courtesy cars.Experts say that at least #30billion has been spent by companies such as Coca-Cola, McDonald's and Budweiser.Sue Short, secretary general of the Institute of Sales Promotion, which represents thousands of firms, said: `Everybody wants a slice of the World Cup action, and they are prepared to pay a high price for it.'
Reuters