Wharton:
When it comes to performance or the growth of prestige, you have to mention one name: Ronaldinho Gaúcho. To a considerable degree, the performance of the ‘wizard’, as the Italians refer to skilled midfielders, is responsible for the growing prestige of the Brazilian team. His personality, along with the impressive football that he has shown since his 1999 debut with Gremio, the team in southern Brazil, have attracted the attention of dozens of teams. They all want to tie their products to his image and to the team on which he performs. When this happens, the Brazilian teams scores a goal.
‘Leading players attract considerable attention in the football world, and all this success has a lot to do with the success of Ronaldinho. He is a happy person who transmits a joy for playing, and who is delighted with the entire world,’ says Plastina. ‘Multinational companies are also interested in associating themselves with the magic, beauty, grace, and skill of Brazilian football because both national and multinational brands can build successful campaigns.’
In March, BBDO Germany, a consulting firm, completed an analytical survey of the branding potential of the football world’s leading players. David Beckham, the English player, is considered one of the world’s greatest sports stars, more because of his personal life than the quality of his football. Surprisingly, only one player ranked higher than Beckham, and that was Ronaldinho Gaúcho. According to the survey, he’s the most important brand in the world’s most popular sport. The study said that Ronaldinho’s image is currently worth 47 million euros, compared with 44.9 million euros for Beckham, and 43.7 million euros for Wayne Rooney, another English player.
Foto: Mineiras, Uai!
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I’ve see Ronaldinho play, and I don’t think Michael Jordan was a better athlete. He is very fun to watch.