Coca-Cola (KO) has spent an estimated $600M on World Cup promotions, including sponsorship...

|About: The Coca-Cola Company (KO)|By:, SA News Editor

Coca-Cola (KO) has spent an estimated $600M on World Cup promotions, including sponsorship rights. It's a hefty sum, but sales of Coke products increased more than 5% for the six months leading up to the 2006 World Cup, and "we are counting on equaling or bettering that," says Scott McCune, Coke's head of integrated marketing.