MasterCard and World Championship Soccer

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Case

Reference no. 9-595-040

Subject category: Marketing

Authors: John A Quelch (Harvard Business School); Carin-Isabel Knoop (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1995

Version: 13 November 1996

Length: 32 pages

Data source: Field research

Topics: Financial services; International marketing

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Abstract

The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard''s worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be held in France.; To illustrate the rationale, implementation, and effectiveness of a worldwide sports sponsorship.

Location:

Global

Industry:

Credit cards

Size:

Large, USD320 billion revenues

Other setting(s):

1994