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General Veers
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May 2, 2010
World Cup's ad-ded blow
Telcos lose out on revenue as some companies forgo TV advertisements
<!-- by line --> By Wang Meng Meng
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Some companies, like Puma (above) and adidas, have decided not to buy air time for their ad campaigns. -- PHOTO: AP
THE delay in securing broadcast rights to the Fifa 2010 World Cup has cost SingTel and StarHub advertising money. Some companies, like Puma and adidas, have decided not to buy air time for their ad campaigns. 'An advertising campaign for an event like the World Cup needs at least four to five months of planning,' Mr Gabriel Yap, marketing manager for Puma Sports Singapore, told The Sunday Times. With just 39 days to the big kick-off in the South African capital Johannesburg, it is no longer viable for Puma to advertise on TV, he added. Puma will instead focus on an Internet campaign, slated to start this week. Puma sponsors world cham-pions Italy and star players such as Samuel Eto'o, Nicolas Anelka and Gianluigi Buffon.
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