Crisis cuts advertising revenues of top football players

The recently confirmed transfer of KAKA from Milan to Real Madrid has sparked a wave of controversy over the financial settlement, estimated at EUR 96 million. Surprisingly, Real officials admitted they were forced to make this transfer mostly for marketing purposes, a player such as KAKA would likely be able to revive branded and co-branded merchandise.

Cristiano Ronaldo is the latest top star whose proposed ad campaigns have been put on hold. The leading Italian luxury fashion brands have been negociating an agreement with the football star for a fragrance and underwear campaigns, which usually command the highest budgets. Ronaldo has been chosen for the 2 campaigns especially since many surverys put him on top of gay icons in USA and Europe. David Bekcham reportedly earned EUR 5 million from Armanis latest underwear campaign.