EUROPEAN COMMISSION REJECTS BOOZE SPONSORSHIP
By Adnews Staff
The European Commission won't let U.S. brewer Anheuser-Bush sponsor the soccer World Cup in 1998. A-B had signed on as one of the core sponsors of the soccer competition, but a French law passed in 1991 protects the domestic drinks industry against foreign competition. The law is currently going through French parliament to be amended. The European Association of Advertising Agencies believes the decision is a political one and not made on the grounds of public health as the commission claims. It says the decision was inspired by the public health furor over the BSE disease in cattle, or due to the fact that Anheuser is a U.S. company. The EAAA plans to lobby for a review of the decision and is also asking the Union of European Football Associations to fight the cause.