What Happens When Sponsored Stars Hobble Before The World Cup

An article in the Guardian looks at how brands like Nike, Asda and Coca-Cola are being forced to rethink their promotional strategies now that English soccer star Wayne Rooney is likely to be sidelined for the duration of the World Cup due to a foot injury.

A range of companies, also including games giant Electronic Arts, have advertising campaigns and sponsorship deals with Rooney – worth as much as £8m a year – who was widely expected to be a brand winner as one of the stars at the 2006 World Cup in Germany, which starts next month.

Official World Cup sponsor Coca-Cola, which has a £1m deal with Rooney, has used the star as part of a high-profile competition tour earlier this year.

Coke’s advertising plans are yet to be unveiled. In the past it has elected not to run star-studded campaigns – in 2002 it used an animated character called Leggsy.

The injury could also cause a major sales and advertising headache for Electronic Arts, which produces the computer game Fifa 2006, that has a reported £3m deal with Rooney, who stars in the game alongside the likes of Ronaldinho.

MediaGuardian.co.uk