NEWS: CDP wins FIFA pounds 2m grassroots football development work

FIFA, world soccer’s governing body, will use advertising by Collett Dickenson Pearce to encourage the sale of FIFA-endorsed footballs.

FIFA, world soccer’s governing body, will use advertising by Collett

Dickenson Pearce to encourage the sale of FIFA-endorsed footballs.



FIFA is reported to be putting around pounds 2 million behind the

campaign, which will be targeted at clubs and local soccer associations.



The money generated by the campaign will be re-invested to develop club

football at grassroots level across the world.



The initiative will be launched with TV and poster advertising

throughout Europe in the run-up to the European Championships, which

kick off in England in June.



It will emphasise the fact that clubs and associations should insist on

FIFA-endorsed footballs to be sure of having a quality product.



The appointment of CDP was made by the Swiss-based ISL Marketing, the

world’s largest sports marketing company, which is handling sponsorship

of the championships and the 1998 World Cup.



CDP is linked through its Dentsu owner to ISL, which is 49 per cent

owned by the Japanese giant.



The link bore fruit in April last year when ISL appointed CDP to the

pounds 3 million task of promoting sponsorship of the European

Championships. The FIFA assignment was awarded to CDP after a strategic

presentation.



Ben Langdon, CDP’s chief executive, said: ‘We’re very proud and excited

about the advertising we have produced for the European Championships.

The FIFA work is yet another opportunity for us to apply our integrated

skills on a pan-European level.’



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