SBD/2/Sponsorships Advertising Marketing

RONALDO KEEPS THE (PIRELLI) WHEELS SPINNING AT INTER MILAN

          The marketing of Inter Milan soccer star Ronaldo was
     examined by Paul Betts of the FINANCIAL TIMES.  Inter Milan
     has sold more than 30,000 Ronaldo No. 10 T-shirts and the
     team now has a team catalogue of 50 branded items.  The
     team's gift shop, which had been open on game days only, is
     now open all week and has sold 2,000 Ronaldo shirts in the
     "past 12 days."  Betts wrote that the Brazilian star "has
     also been a phenomenal deal for Pirelli, the Italian tyre
     and cable company with a stake in Inter.  Pirelli is
     investing heavily in Brazil, where it will soon have its
     biggest tyre manufacturing plant, even larger than its
     Italian facilities.  What Pirelli is paying to have its name
     on Ronaldo's Inter shirt is peanuts, considering the
     exposure it gives the company in his home country."  Betts
     added that Ronaldo is "about to launch a new collection of
     sportswear sponsored by Nike" (FINANCIAL TIMES, 1/31).

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