Brands Activating Around U.S. Open Across N.Y. Nike Dragged Into Armstrong-Gov't Dispute Clemson Extends Apparel Deal With Nike Time Inc. Sports Adds Patty Hirsch Nike, Adidas Continue Shoe Push In Asia Paisley Set For Free Concerts Around CFB Games Nike To Open All-Jordan Store In Chicago Michigan FB To Don Jumpman Logo Jordan's Publicist Details Sponsorship Business Vera Bradley Unveils New Collegiate Line
SBD/31/Sponsorships Advertising Marketing
MARCELO, MARCELO, WHERE FORE ART THOU, MARCELO? AT NO. 1
Published March 31, 1998
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).