1994 FIFA World Cup™ -- Partnership Sales
21 Sports & Entertainment Marketing represented the domestic sponsor rights to the 1994 FIFA World Cup™ when it was hosted in the United States. At a time when soccer was still an emerging sport and attraction, 21 designed programs to attract several new participants including Sybase, PPG and Transition Optical. Sybase, the software design company, went on to provide integrated solutions for the 1998 World Cup in France. In a more creative moment, 21 created a plan to convert a product donation of nearly 600,000 gallons of paint from PPG into 10,000 telecom units for the media centers at the nine World Cup venues.