FT.com signs exclusive deal for its World Cup coverage

- The Financial Times website, www.FT.com, has signed an exclusive advertising deal for the sponsorship of its business led coverage of World Cup 98 with computer firm Hewlett-Packard.

- The Financial Times website, www.FT.com, has signed an exclusive advertising deal for the sponsorship of its business led coverage of World Cup 98 with computer firm Hewlett-Packard.

FT.com is offering its own slant on the world cup focusing on the global business of football, the business proposition of putting on the World Cup, the logistics and its history in an effort to rise above what is expected to be extremely crowded World Cup-related online market, with most national newspapers, TV stations and many more planning sites.

In addition the site will include a live news feed available through a Java applet delivering the ball by ball commentary.

FT.com is banking on 'legitimate usage' to make its World Cup site a success in the city. While many offices ban certain website many traders and city workers will have the FT's site up on their screens allowing them to legitimately get the scores.

Robert Horler new media sales, said: "We realised it would be very difficult to make an impact. We think that our readers and users are particularly interested in it from this angle."







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