May 28th, 2007
Counting TV Time for Sponsor Logos in Sports Contests
By Doreen Carvajal
The New York Times
When the sleek yacht of the Luna Rossa team sailed away with a victory in the America’s Cup semifinals on a sunny weekend in the Mediterranean, there were two vital results. The Italian crew eliminated the American team of BMW Oracle Racing with a 33-second lead. And fleeting glimpses of the flapping mainsails — branded with the logos of Telecom Italia Mobile and the broadband service Alice — reached millions of television viewers.