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SBD/2/Sponsorships Advertising Marketing
RONALDO KEEPS THE (PIRELLI) WHEELS SPINNING AT INTER MILAN
Published February 2, 1998
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).