The Sports Business Journal is reporting on the results of sponsorship spending at the World Cup. According to SBJ, Anheuser-Busch, 10.7 million people participated in their various World Cup themed online promotions and shows. Budweiser was also the exclusive beer poured in the stadium and according to statistics quoted by SBJ, at least 6 out of 10 spectators drank Bud in the stadium. According to SBJ, “A-B InBev pursued traditional print, television and point-of-sale promotions, as well. In select markets, it applied its right to use the World Cup logo and imagery to regional beers such as Brahma in Brazil and Quilmes in Argentina. In Brazil, it started marketing well in advance of the tournament with TV spots and billboards featuring striker Luis Fabiano and national coach Carlos Dunga.”
The other big news from the world of business is the new deal given to MLS Commissioner Don Garber. The MLS Board of Governors is reportedly worth in excess of $3 million for 4 more years as the leader of the league. Garber’s tenure has been remarkably successful and the league’s firm financial footing is largely attributable to his leadership and the extension is well deserved. The deal takes him through the next World Cup cycle.
Finally, one of Garber’s fondest wishes for MLS might be closer to becoming a reality. A group led by Englishman Paul Kelmsley and Pele announced the purchase of the Cosmos name and have indicated a wish to re-start the franchise and ultimately move the club into MLS. Garber has long indicated his desire for a second team in New York. Plans for the group remain unclear, but a soccer stadium within New York City limits could only be a positive for MLS.