Football, Sponsoring | Tesco signs on with England for World Cup 2010 in South Africa

Tesco has become the latest official supplier to the England team for the upcming Fifa World Cup in South Africa.
As part of the deal Tesco becomes the only supermarket that can use the official England logo in stores, marketing and merchandise for the duration of the 2010 Fifa World Cup. Food and beverage promotions include partneship with other England sponsors, Coca-Cola, Walkers and Mars.
Tesco's retail director, David Potts said, "We will be past the election and the other side of the recession and people will be in a mood to party. We are a different business sine the last World Cuo, we sell a lot more general merchandise han we did, and we will take advantage of people wanting to buy things like new TV's."
Retailers are hoping that a number of factors, including England's failure to qualify for Euro 2008 and amiable viewing hours, will make this World Cup particularly lucractive for the economy.
In Scotland, Wales and Northern Ireland, the campaign will focus on the World Cup as a whole, rather than England's campaign.
Financial terms of the agreement were not made public, however, based on other similar deals it's estimated to be in the region of US$4 million.   [Via]