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
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.’