It will likely become the most famous head-butt in sports history, carried out by one of soccer's most famous players of all time. The maneuver sent shockwaves throughout the world's press corps.,
leaving millions to wonder what led France's Zinedine Zidane, one of the sport's great ambassadors, to retaliate in such a way. For a sponsor, you would think the incident is nearly as bad as the
photos showing supermodel Kate Moss taking cocaine. And yet, not only has German sports goods maker Adidas rushed to support their man, they're using his action as a catalyst for wider marketing
campaign. The company is actually launching a Web site, www.mercizidane.fr, on July 15, so his millions of supporters around the globe can thank him for the service he's paid to the sport. The site
will contain message boards as well as highlights from his illustrious career. "He has been Adidas' ambassador for 10 years and will stay its ambassador until 2017. In fact, Mr. Hainer (the company's
chief executive) said he could stay as long as he wishes," Adidas marketing head Emmanuelle Gaye told Reuters. Despite the fact that Zidane has yet to explain his actions--and he may soon have to
given that FIFA, soccer's world governing body, is investigating the incident--Zidane's sponsors, including Adidas, food group Danone, insurance company Generali France, and France Telecom, are
standing by him. According to soccer trade journal France Football, Zidane earns an estimated 8.6 million euros ($11 million) per year from advertising contracts, more than his 6.4 million euro salary
with Spanish soccer club Real Madrid.
Read the whole story at Reuters.com »