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Avaya Scores World Cup Promo Deal

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Avaya, the communications equipment maker, has signed on as one of the 12 official sponsors of the 2002 Federation Internationale de Football Association (FIFA) World Cup.

The six-year deal, brokered by FCB Sports Marketing, San Francisco, makes Avaya the "Official Convergence Communication Provider" of the World Cup.

The agreement calls for Avaya, a spinoff of Lucent Technologies, to provide communication links to fans and journalists during the events -- a contribution expected to reduce Avaya's cost, usually $30 million to $40 million for such a deal.

In return, Avaya will get two on-field billboards at each match, on-screen logo placements, JumboTron ads, the right to exclusive TV buys for the category over competitors like Alcatel and Cisco Systems plus other ad and marketing rights.