Mastercard Promotes World Cup Sponsorship

NEW YORK — IconMedialab in New York has extended Mastercard’s sponsorship of the FIFA World Cup to the Web. The online presence aims to communicate that the brand “brings the game to the people and the people to the game.”

The site features a section on World Cup legends and rising stars, interactive football games and puzzles and desktop downloadables.

It first launched in three languages: English, Japanese and Korean (Japan and Korea are the host countries for the tournament). Subsequent versions are now available for Italy, the U.K, Brazil, Taiwan, Hong Kong and the U.S. Hispanic market.

To drive people to the site, IconMedialab has developed banners to run on the official FIFA site, powered by Yahoo!. Also, a MasterCard promotion found at the site’s online store gives purchasers of World Cup gear a chance to win up to $100 worth of free merchandise.