WME-IMG Hires Chris Liddell As New CFO Nike Paid Howard Slusher $1.5M David Abrutyn Leaving IMG After Nearly 15 Years Jordan Brand Capitalizing On Jeter's Farewell SI.com Sets Traffic Record With LeBron Story New Jordan Brand Ad Celebrates Jeter's Career Jenkins Details How He Got The LeBron Exclusive LeBron Lauded For Way He Announced Move Adidas Wins World Cup Brand Battle Klein Leaves WME-IMG After Just Six Months
Upcoming Conferences and Events
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).