WORLD CUP USA ’94 / THE FINALS : Spotlight : AND NOW A WORD. . . .

In discussing the future of professional soccer in America, The Guardian commented: “Soccer’s problem, when it comes to U.S. TV, is that it has no pauses for commercials, although ABC has neatly sidestepped this handicap by inserting a bar into the screen’s upper left hand corner on which is placed a clock with an ever-changing advertising logo.

“At regular intervals throughout the match, announcers say: ‘This portion of the game is being brought to you commercial-free by Coca-Cola.’ Who else besides Americans could devise a commercial message congratulating the sponsor for abstaining from advertising?”