April 6, 2005, Sony announced the signing of a global partnership program contract with the International Federation of Association Football (FIFA) and the organizer of the World Cup. The contract, which is the first global marketing and communication platform for the Group of Sony, will run from 2007 to 2014, the value of the contract (excluding services and products leasing) of 33.0 billion yen (about $ 305 million). It was an important marketing investment for Sony, as the cost of sponsorship of events with advertising was usually two or three times the cost of sponsorship rights, therefore, Sony was potentially investing billions of dollars or more on a FIFA-related marketing campaigns to the next few years. Many Sony executives questioned the return on investment (ROI) can sponsor FIFA. "Hide
by Mark Jeffrey, Saurabh Mishra Source: Kellogg School Management 18 pages. Publication Date: June 1, 2006. Prod. #: KEL195-PDF-ENG
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