'New media is also going to play a major role in how sponsors will engage with its audience,' says Vice President of New Media at Octagon UK Dan Markham, 'In Japan we already have cell phones that can transmit television waves.

'One way of doing this is to create an extension to a sponsorship like simple merchandise sales, which often makes back the sponsorship fee.' and companies need to ask if there a brand fit and if there going to be a business return.В ' Make sure that part of your package as a sponsor, isДЄccess to the audience,' he said. One thing for sure, we will be more conducive to speaking to those companies that have invested in Soccer prior to the 2010 World Cup.'Д¬arling said there is a now a more modern way of looking at sponsorships. There are also all the FIFA qualifying matches before 2006 that present an opportunity. There are lots of opportunities between June 2005 and June 2010. Build a relationship around soccer now especially theД«rands that are targeted towards LSM's 5 - 8 where there is currently 11 million soccer fans and is set to increase. We encourage marketers to take a long-term view. We will be asking what the brand wants to achieve and we will be developing packages that not only work for both of us but also for the sport. Speaking about television broadcast rights from a local perspective was Mvuzo Mbebe, MD for SABC Sports: 'The SABC intends taking a more flexible approach towards potential sponsors. Danny Jordaan, 2010 FIFA World Cup Bid CEO, who spoke about the overall impact the FIFA World Cup will have on South Africa said: 'One major partner, a technical supplier, will be announced this December and FIFA hopes to have all local and international sponsorships sold by 2007.' Hospitality rights, 500 tickets per match, designation,ДЄccreditation, category exclusivity, media exposure, broadcast rights, internet, on screen credits, rotation boards and public viewing rights,' said Carling. Having $40 million as the sponsorship entry fee for the 2006 FIFA World Cup, begs the question - what does the $125 million buy prospective sponsors in 2010. FIFA's goal is to get a major South African brand on board that has global ambitions and my best guess is probably South African Breweries.' Mass target market brands in the industry categories such as airline, automobile, fuel, digital, soft drink, financial services,ДЄlcohol beverage and a restaurant chain are the most likely to get involved.

Only Coke and Philips have been with this game from the onset and are likely to continue. Which SA brands were likely to get involved at a high level, Phil Carling, Octagon UK Senior Vice President, answered: 'The top six partnerships are likely to be multinationals that have a football sponsorship pedigree. With the tender process starting on the 20 December 2004, the conference answered a lot of questions for the attending promoters of most of South Africa's largest brands. My message to corporate South Africa is - if these sponsorships are financially out of reach, there are lots of smaller opportunities in between each FIFA World Cup to build anДЄssociation with this overwhelmingly popular game, and to integrate your products with the masses of SA consumers, who are passionate followers of football.' 'There will be only six 'tier one' partners, eight FIFA World Cup sponsors and four to six national sponsors,' he said. Octagon South Africa Group Managing Director Neill Duffy, who also chaired the conference, said he was pleased to hear the commercial structure will be changing for the 2010 World Cup. A second budget needs to be available to leverage maximum value from the sponsorship. However, as any sponsoring company knows, the costs don't stop with buying a sponsorship rights package. Not too high a price when you are reaching 2.78 million stadium attendees and a television audience of 30 billion in 209 territories. Cape Town, South Africa - Some of the world's top football and sponsorship experts spoke at the Octagon Football Conference held at the Hilton Hotel in Johannesburg The biggest announcement to the big brand marketers attending was - if you want to be one of six Worldwide Partners involved in the 2010 FIFA World Cup, you will need an estimated $125 million.

Fifa 2010