SBD Global/October 8, 2013/People and Pop Culture

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  • Neymar's Worldwide Commercial Appeal Growing Quickly Following Move To Barcelona

    Barcelona's Neymar has enjoyed a fast ride into the commercial stratosphere.

    NEYMAR "is a rookie that learns quick," according to Joaquim Piera of SPORT. In Barcelona, "Neymar is an idol under construction, but in Brazil, he is a sociological phenomenon that is overcoming athletic barriers." Neymar has "been revolutionizing the advertising market in Brazil" since '10, when he was 18 years old. In early June, Forbes revealed that Neymar "had earned more than $20.5M in the preceding 12 months." This made him, at age 21, "the youngest athlete present in Forbes' Top-100, which was led by TIGER WOODS." He is "not alone." Behind him, "there is a stable company focused on his business interests that manages his image and the constantly arriving commercial offers." Neymar currently "relies on a team of 22 full-time professionals, from commercial execs to communications specialists to bodyguards." He also "has at his disposal 25 other associates that are ready when needed." It is all "supervised by Neymar's father, NEYMAR DA SILVA SANTOS." Neymar's business organization is different from other top footballers; LIONEL MESSI "has only his father and one executive." CRISTIANO RONALDO "leaves everything to Gestifute, a business run by Ronaldo's agent, JORGE MENDES." The "seed for Neymar's company was planted in '06, when he was 14" and received an offer of  €400,000 ($542,800) from Brazilian side Santos to "reject an offer from Real Madrid." His parents "could foresee a prosperous future and opened a sports management business with Neymar's initials -- NR Sports was born." Neymar announced "via social media" on May 26 that he would sign with Barcelona. At the time, he had 11 personal sponsors, including Nike, Panasonic, Red Bull and Volkswagen. He has a number of "personally-licensed products, including Rock & Soda Jeans and a line of toys as part of an agreement with toy manufacturer Gulliver." Neymar "also partnered with Brazilian cartoonist MAURICIO DE SOUSA, who is known as Brazil's WALT DISNEY." Like PELE, Neymar now has his own cartoon character.

    BARCELONA SERVES AS 'TRAMPOLINE': Neymar's signing with Barcelona "gave him a new dimension." It is already "certain his income will increase in '13." Neymar's annual salary is €7.5M ($10.2M) and signing with Barcelona opened up three new markets that are "appetizing: Europe, Asia and North America." Days after the agreement with Barcelona, "Neymar partnered with Doyen Global, which is based in London and will manage Neymar's image rights in Asia through 2017." Other similar partnerships "for North America and Europe have not been ruled out." NR Sports, however, "will not move, as Neymar's father wanted continuity." When necessary, "members of NR Sports have traveled from the company's new office in Santos, Brazil to Barcelona to resolve pertinent matters." It "is all only the beginning." Because of his "youth, charisma and indisputable talent as a footballer, some in the British economic press are already predicting that Neymar could become, commercially speaking, the new DAVID BECKHAM" (SPORT, 10/7).

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  • Executive Transactions

    Spanish Footballers Association (AFE) President LUIS MANUEL RUBIALES has been unanimously re-elected as a representative of European footballers on UEFA's Strategic Committee for the next two years. Rubiales will continue to "defend the rights of footballers" through '15 (EP, 10/7). ... Macedonian handball side Vardar Skopje has fired its coach, ZORAN KASTRATOVIC. There "has been a lot of speculation that he could be replaced by TALANT DUJSHEBAEV" (MUNDO DEPORTIVO, 10/7). ... Argentine first division side Racing is now looking for its "third coach of the season" after CARLOS ISCHIA resigned on Monday following the team's fourth consecutive defeat (CLARIN, 10/7). ... Coca-Cola has appointed BRÌD DROHAN-STEWART to the role of Great Britain marketing director. Drohan-Stewart replaces ZOE HOWORTH, who "departed in the summer for a year’s sabbatical." She will "oversee the marketing for a portfolio of 21 brands, including Coca-Cola, Diet Coke, Coke Zero, Sprite and Fanta." Drohan-Stewart joins the U.K. business from Coca-Cola’s operations in New Zealand, where she "led campaigns such as Coke’s partnership with the All Blacks" during the 2011 Rugby World Cup (MARKETING MAGAZINE, 10/4). ... Former Super Rugby side Brumbies coach JAKE WHITE "has been confirmed as the new director of rugby at South Africa's Super Rugby rivals the Sharks." The former Springboks coach "will reunite" with his captain from the 2007 World Cup-winning campaign, JOHN SMIT, who is the Durban-based Sharks CEO. White takes over from BRENDAN VENTER, who "was appointed in June" (SYDNEY MORNING HERALD, 10/8). ... Belgium's JEAN-MICHEL SAIVE has been elected European Olympic Athletes' Commission chairman. The election occurred at the fourth European Athletes' Assembly in Croatia Saturday (ITTF). ... AEG Live Exec VP and COO THOMAS MISERENDINO has been named president and CEO of AEG Europe. Miserendino will oversee all activity and business of AEG through nine European markets including 20 music and entertainment venues as well as stand-alone divisions including AEG European Ticketing, AEG Global Partnerships-Europe, AEG Live Europe, AEG Europe Development and AEG Facilities, Europe (AEG).

    Do you have an executive announcement? If so, please send to: global@sportsbusinessdaily.com.

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  • Names In The News

    Shooting on a still-untitled movie chronicling the life of PELE "has just kicked off in Brazil." And "waiting on the bench for their moment in front of the cameras are some new arrivals to the cast:" VINCENT D'ONOFRIO, RODRIGO SANTORO, COLM MEANEY, SEU JORGE and DIEGO BONETA are all "unpacking their away kit." D'Onofrio is "up for the role" of the Brazilian team coach VINCENTE FEOLA, who was responsible for "discovering" Pele. Pele is being played "by two newcomers:" LEONARDO LIMA CARVALHO "will play the star aged 10," and KEVIN DE PAULA "will take over from the ages of 13 to 17" (EMPIRE ONLINE, 10/3). ... South African Premier side Lamontville Golden Arrows coach MANQOBA MNGQITHI "bizarrely quit" just hours after "a surprise cup win at highly fancied BidVest Wits, claiming it was for the good of the club" (SOWETAN LIVE, 10/7). ... Throwing their weight behind badminton player JWALA GUTTA, several former players have described the Badminton Association of India disciplinary committee's recommendation of a life ban on the star doubles player as "ridiculous and harsh." Former national champion Arvind Bhat said, "It is a very harsh decision. I think BAI could have dealt with it in a quieter way and not go to the press and defame her in this way" (PTI, 10/7). ... EPL Queens Park Rangers Manager HARRY REDKNAPP has "blasted" the FA, claiming the people who run the English game "haven’t got a clue" and could not "show him a new manager if his life depended on it." Redknapp "was the clear favourite for the England job last year," when FABIO CAPELLO resigned, but the FA instead decided to appoint ROY HODGSON, who was then West Brom manager. Redknapp: "This isn't about them giving the England job to me or Roy Hodgson, but English football being run by people who really haven't got a clue. And they get to pick the England manager" (London INDEPENDENT, 10/7). ... Suspended Indian cricketer S. SREESANTH "opposed in a court here the plea of Delhi Police seeking cancellation of bail granted to him" in the Indian Premier League spot-fixing scandal case. Sreesanth said the allegations levelled against him were "completely non-existent" and it does not disclose his involvement with the alleged organized crime syndicate (PTI, 10/7). ... F1 team Sauber has "ruled out bringing back veteran driver" RUBENS BARRICHELLO to the sport next season. Team principal MONISHA KALTENBORN "had left the door open" earlier in the week when asked about reports of Barrichello returning at the age of 41, but "closed it on Saturday." She said, "I am ruling out that he would drive for us" (NEW ZEALAND HERALD, 10/5).

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  • Twitter Me This...

    Reuters' KAROLOS GROHMANN: "Reigniting the @Sochi2014 flame with a lighter in Moscow? We could have skipped the whole Olympia thing and go straight to lighters."

    VERO's MIKE LEE: "Fond farewell to Hugh Robertson, a fine advocate for sport from the early days of the London 2012 bid, leaves a real legacy + a nice guy"

    Pitch PR Associate Dir DREW BARRAND: "The @FCBayern #Oktoberfest promo content for #Paulaner is first class. Would never in a month in Sundays get away with that in the UK"

    If you see a tweet we will not want to miss, send it to us at global@sportsbusinessdaily.com.

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