Long-term goooooooooal! Major backers bankroll World Cup TV licenses to promote sport in U.S.(United States)(television)

Los Angeles Business Journal | May 29, 2006| | Copyright

SOCCER'S World Cup ranks as the most popular sports event in the world, making it a prime showcase for global brands. In the United States, however, the product that stands to benefit most from the exposure is soccer itself.

Under an unusual deal, ABC and ESPN, both units of Walt Disney Co., will broadcast the matches live, but don't sell the advertising. Instead, Soccer United Marketing, the promotional arm of Major League Soccer, the U.S. professional league, handles the selling chores. In short, the league--not the network--is selling the sponsorships for the ...

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