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SBD/12/Sponsorships Advertising Marketing
FILA USA TABS ANASTASIO AND REYNA FOR SOCCER EFFORT
Published June 12, 1996
Mark Westerman, Fila USA's Dir of Advertising and Communications, says showing a "creative difference" and being an "alternative to mass distribution" will key the company's new soccer division -- Soccer Calcio. Angelo Anastasio has been named Dir of Soccer for Fila, and U.S. National Team star Claudio Reyna has signed as the company's first soccer spokesperson. Fila's first soccer products, a small collection of apparel, will be available at retail on October 25, primarily in soccer specialty stores and catalogs. Footwear and uniforms will be added next year. The uniforms will be marketed with a grass- roots approach toward colleges and high schools. Westerman notes TV spots will hit this summer on cable and broadcast (THE DAILY). DETAILS: Anastasio's responsibilities include product development and merchandising, as well as marketing and promotion. He was a player for the NASL Cosmos, a marketing exec with both adidas and Diadora, and a World Cup USA VP for Promotional Events. Fila's multi-year agreement with Reyna will cover soccer apparel and footwear (Fila). GRASS-ROOTS: As part of Fila's commitment to support youth athletics at the grass-roots level, the company yesterday announced plans to refurbish a youth soccer field in Washington, DC. Other grass-roots programs include a Backboard Replacement Program with co-sponsor Foot Locker, and a planned project to resurface tennis courts (Fila). ELIGIBILITY QUESTION: A FIFA rule regarding under-age international tournaments has "jeopardized" the Olympic eligibility of Reyna, an expected starter on the U.S. team, according to the L.A. TIMES. According to FIFA rules, no player can participate in the same international under-age tournament twice. This includes the Olympics, an event designated for those under 23. Reyna played for the U.S. in '92, and because he was still under 23 as of January 1, FIFA Secretary-General Sepp Blatter told the USSF that Reyna is not eligible for '96. USSF officials, however, maintain Reyna would compete as one of the team's three "over-age" players. He turns 23 on July 20 -- the date of the U. S. opener against Argentina (Mike Penner, L.A. TIMES, 6/11).