Philip Morris Ends China Soccer Sponsorship (fwd)

[Robert Weissman <rob@essential.org>]

 November 27, 1998 


 Dow Jones Newswires

 Philip Morris Ends Sponsorship Of Chinese
 Soccer League

 Dow Jones Newswires

 By Matt Forney

 BEIJING (Dow Jones)--Philip Morris Cos. (MO) has discontinued its
 high-visibility title sponsorship of China's popular professional soccer
league.

 Philip Morris Asia Inc.'s five-year contract to sponsor the Marlboro League
 expired in October. Chinese newspapers have reported that the company
 paid about US$7 million a year to name the league after its leading cigarette
 brand. Company executives wouldn't confirm the value, but industry analysts
 say that amount is likely correct.

 Marlboro suffered recently when China introduced a law banning tobacco
 advertising, which limited the company to a single advertising board in soccer
 stadiums. Chinese media also rarely referred to the league as the Marlboro
 League, calling it instead "A-division soccer" - although some television shows
 played theme music from Marlboro commercials when they reported scores.

 The soccer league's logo featured the familiar red-and- white design of
 Marlboro cigarette packaging. It is unclear what the league's future logo will
 be.

 "We feel it is time for Philip Morris to re-evaluate its direction towards
event
 sponsorship in China," said Jenny Fung, director of corporate affairs for
Philip
 Morris Asia Inc., in a faxed statement. She wouldn't elaborate, but said Philip
 Morris recently sponsored a bridge tournament and a re-employment center.

 International Management Group, a Cleveland-based sports marketing firm,
 owns marketing rights for the league. IMG is now trying to find a new sponsor
 for the league.

 AB L.M. Ericcson's (ERICY) Ericsson (China) Corp. and Carlsberg A/S
 (K.CRL) of Denmark have discussed sponsorship with IMG, an industry
 observer said.

 IMG declined to reveal what Philip Morris paid, and what it is asking of
 prospective sponsors.

 Soccer is China's most successful professional sport. The top division, whose
 season ended in October, has 14 teams. Five former league players now play
 professional soccer in Europe, generally regarded as the highest level of the
 sport.

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