Avaya launches FIFA World Cup branding campaign with BusinessPartners
Avaya Inc., a leading global provider of voice and data networks to businesses, today launched a marketing initiative to leverage its sponsorship of the 2002 FIFA World Cup with its authorised BusinessPartners. The initiative enables Avaya to use its joint Avaya/2002 FIFA World Cup Korea/Japan branding in co-operative advertisements developed in conjunction with its BusinessPartners.
Under the guidelines of the FIFA Marketing program, Avaya can use the 2002 FIFA World Cup logo in cooperative advertising with its BusinessPartners. This significant step will enable Avaya to work with its BusinessPartners to exploit the fun, passion and excitement of the world`s biggest sporting event. The branding opportunity results from Avaya`s sponsorship of the 2002 FIFA World Cup finals in Korea/Japan, the FIFA Women`s World Cup hosted by China and the 2006 FIFA World Cup finals to be hosted in Germany.
As the first "Official Convergence Communication Provider" appointed by FIFA, Avaya will use the FIFA World Cup as a showcase for its converged voice and data technologies. Its plans to build one of the world`s largest converged networks for the 2002 FIFA World Cup finals are well advanced (see Notes to Editors). First use of Avaya`s networking technologies was on December 1, in Busan, Korea, when journalists from around the world used Avaya`s network to access information and report on the final draw - where the 32 qualifying nations were drawn into eight groups of four teams.
" Avaya as a brand is just eighteen months old," said Paul Myer, Avaya`s Vice President of Integrated Marketing Communications. " The FIFA World Cup provides us with a truly global platform upon which to build further our brand. As an increasing proportion of our sales is made through our BusinessPartners, we have developed ways in which we can work with them to exploit our FIFA World Cup campaigns. The power of the FIFA World Cup mark will enliven advertising campaigns and speaks volumes about the pedigree of Avaya and our partners. There is no better endorsement."
The marketing program features a set of guidelines and approval procedures controlling use of the 2002 Avaya/FIFA World Cup logo. Under the program, BusinessPartners` trademarks are to appear distinct from the composite 2002 FIFA World Cup Korea/Japan and Avaya logo to help avoid giving the impression that the BusinessPartner is itself a sponsor of the 2002 FIFA World Cup. Attached is a mocked-up advertisement layout illustrating joint use of the logos.
Mock-up Avaya BusinessPartner advertisement incorporating FIFA World Cup branding elements.
Avaya & the FIFA World Cup
Avaya and its BusinessPartners are building one of the largest converged voice and data networks ever built. The company`s network switches, wireless data products, IP communications systems, virtual private networks and network management technologies and structured cabling will wire-up 20 stadiums in Korea and Japan as well as media centres and management and accreditation facilities.
The Avaya network will handle FIFA World Cup systems for scheduling games and notifying teams, reviewing and accrediting participants, collating and reporting game results, tracking materials inventory, scheduling and confirming accommodations and transportation, and tracking and maintaining security systems.
The network will be used to help with major logistical tasks - such as the movement of players and accreditation of more than 40,000 volunteers and reporters -- and to provide reporters from around the globe with ready access to scores, statistics and other tools critical to the coverage of the games.
Initial estimates of the network infrastructure include:
- Over 1,000 miles (1,600 km) of SYSTIMAX structured cabling
- Over 120,000 connections
- Over 100 Avaya Cajun family data networking switches
- Over 150 separate WAN connections
- Over 200 AccessPoint Routers
- Connecting more than 10,000 data and communications devices
- Over 50 IP Voice Communications Systems
- 12 DEFINITY (G3 SI Enterprise Communications Servers
The 2002 FIFA World Cup Finals kick-off on May 31 in Seoul, Korea and end with the Final in Yokohama, Japan on 30 June. An estimated cumulative total TV audience of over 34 billion people will watch the final 64 matches of the 2002 FIFA World Cup.
The Avaya logo is a trademark of Avaya Inc. and may be registered in some jurisdictions. The FIFA Logo is a trademark of FIFA.