Avaya Scores World Cup Promo Deal

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.