It has also extended its deal with UEFA to continue as official sponsor of the Champions League through to 2006, CONMEBOL's Copa America, until 2004, and the Copa Toyota Libertadores - and confirmed it will unite all five properties as part of a global marketing campaign.
As official sponsor of the five major properties, MasterCard’s exclusivity as the official payment system includes all real and/or virtual payment and/or account access systems.
The deals were agreed at a press conference in Germany attended by FIFA president Sepp Blatter, UEFA president Lennart Johansson, CONMEBOL vice president Eugenio Figueredo and MasterCard's high-profile global spokesman - Brazilian legend Pele.
MasterCard retains the rights to use the official marks, logos and designations of each of the five events in advertising, promotions and merchandising.
Through the agreements, MasterCard also receives on-field perimeter signage – two boards at the 2006 FIFA World Cup, three at Euro 2004, four double boards at the UEFA Champions League, four double boards at Copa America and four double boards at Copa Toyota Libertadores.
Said John Stuart, senior vice president, MasterCard International: “MasterCard is proud of its continued relationship with the FIFA World Cup and we are excited to be integrating these five major events into one global marketing plan which demonstrates a renewed commitment to the sport of football.
“The alliances with FIFA, UEFA and CONMEBOL provide MasterCard with a platform to reinforce
brand image and awareness, particularly in Europe where our long-standing strategic ally, Europay International, merged into the global organisation as MasterCard’s Europe Region less than one year ago.
“At the same time, these agreements allow us to create business-building opportunities for member financial institutions at the global, regional – Europe and South America – and local levels in key markets such the host nation for the 2006 FIFA World Cup, Germany,” Stuart added.
In addition to its sponsorship of the five major football properties, MasterCard has assembled a
portfolio of high-profile sports sponsorship assets. They include the PGA and Senior PGA Tour; LPGA Tour; Major League Baseball; and the NHL.
For a look at the history of MasterCard's association with the top soccer properties, see the features section of sportbusiness.com
