SBD/31/Sponsorships Advertising Marketing

MARCELO, MARCELO, WHERE FORE ART THOU, MARCELO? AT NO. 1

          IMG's Jeff Schwartz, who represents Pete Sampras, "has
     stuck with" the new No. 1 men's tennis player in the world,
     Marcelo Rios, "despite the fact that the player is far from
     a marketing dream," according to Linda Robertson of the
     MIAMI HERALD.  Rios, who does have endorsement deals with
     Nike and Coca-Cola in Chile, was labeled "the most hated man
     in tennis" in an SI article two weeks ago.  Schwartz: "They
     didn't get below the surface in that article.  It takes time
     to warm up with Marcelo.  I've been telling him to give
     people a chance" (MIAMI HERALD, 3/30).  Following Rios' win
     at the Lipton, Chilean TV had a two-hour special on him and
     another half-hour piece in prime time.  Schwartz, on Rios'
     popularity: "He's Michael Jordan in Chile.  That's the best
     way to say it" (Ft. Lauderdale SUN-SENTINEL, 3/30). 
     Monday's edition of "La Epoca," Chile's national newspaper,
     featured ten articles about Rios.  Rios is the first men's
     tennis player from South America to be ranked No. 1 in the
     world.  Guillermo Vilas reached No. 2 in '78 (THE DAILY).  

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Related Topics:

Coca-Cola, IMG, Nike, Sports Illustrated

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