Univision has already sold about 65% of its inventory and other on-air elements for the 2010 World Cup. Among the companies already signed up for multiplatform sponsorships are FIFA sponsors
T-Mobile, Coca-Cola, McDonald's, Verizon Wireless and Budweiser, says Univision executive vp Peter Lazarus. Univision has also secured deals with a number of other advertisers and is ahead of its
pace for the 2006 World Cup in Germany, despite the sluggish economy.
The media company is proffering an array of World Cup assets across Univision, Telefutura and Galavision;
Univision.com; and Univision Movil. "We also have a local component with the station group," and are developing plans and sponsorship opportunities for the video-on-demand coverage of the World
Cup, says Lazarus.
Univision has not yet sorted through all of its on-air enhancements for the event. However, it will work with McDonald's on a consumer sweepstakes that will enable
winners to accompany players as they walk onto the pitch. It will also provide Coca-Cola with an assist on a World Cup trophy tour, leading up to the tournament. Lazarus says World Cup packages are
part of the media company's continuing upfront negotiations.
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