In a new partnership that will heighten the tournament’s awareness with its core audience and expand the network’s support of women’s sports, the 1999 FIFA Women’s World Cup Organizing Committee has announced that Lifetime Television has became a Media Partner for the third world championship of women’s soccer. The centerpiece of the sponsorship will be an hour-long primetime television special to premiere in June. Lifetime will also telecast on-air vignettes, as part of the award-winning “Breaking Through” series, that will introduce players from the 16 international teams that will play in the tournament. The six-week series of vignettes will begin airing in May. In turn, Lifetime will receive worldwide category exclusivity, use of official Women’s World Cup marks, field board signage at WWC matches, on-site recognition and product display rights, and the opportunity to participate in other promotional activities. “No network speaks directly to women better than Lifetime,” said Marla Messing, WWC President. “They have done a fantastic job with their sports properties, especially the WNBA, and the exposure they will provide us with will be invaluable.” “There is no doubt that the Women’s World Cup will be the premier women’s sporting event of 1999,” said Brian Donlon, Vice President, Lifetime Sports. “Lifetime is proud to introduce our viewers to the players that everyone will be talking about this summer. We’re also pleased to add women’s soccer to our growing roster of sports properties.” Lifetime joins Official Sponsors adidas, Bud Light, Coca-Cola and MasterCard; Marketing Partners Allstate and Time Inc, and Equipment Suppliers Kwik Goal and TSI Soccer in the 1999 FIFA Women’s World Cup commercial affiliate family. Lifetime Television has been a sponsor of many women’s sports teams and athletes including U.S. Olympic gold medal-winning teams in basketball and ice hockey, America 3 women’s yachting team that competed for America’s Cup and Indy Car driver Lyn St. James.