The cost of soccer sponsorship is expected to continue to rise following the success Italian dairy company Parmalat experienced after it began sponsoring Boca in 1993, says sports marketer Miguel Gorrisen. "When Parmalat came to Argentina, nobody knew this brand. But with the contract that they signed with Boca, everybody began talking about them. It was all because of Boca."
Sponsorship of local soccer tournaments has also become popular, heating up Pepsi Cola and Coke's rivalry in the country. PepsiCo is paying $4m to become the official sponsor of the Argentine Soccer League's Apertura y Clausura tournament - to be renamed the Pepsi tournament, which was originally sponsored by Coca-Cola.
Copyright September 1997, Crain Communications Inc.