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A match made in virtual heaven? Yahoo! claims it has scored a first with its online coverage of World Cup 2002. (Case Study).
Marketing Week, February, 2002 by Robert Dwek
Yahoo! has high hopes for its exclusive online rights to the FIFA World Cup -- which, incidentally, it has also snagged for the women's World Cup in 2003 and the next men's World Cup in 2006.
Although it has achieved a great deal of brand recognition in a very short space of time -- there are now 24 country-specific Yahoo! websites -- the Silicon valley-based company has never before leveraged its global coverage on anything like the scale that the World Cup deal allows.
The Fifaworldcup.com deal was put together by Randy Bernstein, vice-president of Yahoo!'s FIFA World Cup partnership. A former chief marketing officer of Major League Soccer in the US and the main marketer behind the US-hosted 1994 World Cup, Bernstein says: "This is the first time we have...
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