The
International Herald Tribune examines the saturation of endorsements by the big names in soccer, with top players spending as much time making a pitch as on it. Brazilian superstar
Ronaldinho alone appears in eight different ads, reports Eric Pfanner, which has give some industry experts reason to question the value of this kind of very expensive advertising. "There is a danger
that the ads all look alike," says Rino Ferrari, president of Rino Publicidade, an independent ad agency in São Paulo. "When you throw a bunch of money into something, this is always the easiest
way to do it, but it's not always the best."
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