Posted on: Monday, March 03, 2008 5:14 PM
Author: Kia
Subject: Ronaldinho, Amway, and Quixtar
| Last Thursday Amway announced a global marketing relationship with Ronaldinho, perhaps the most heralded and recognized soccer player in the world. David Beckham gets a lot of attention here in the U.S., but a lot of his headlines come from celebrity status associated with his wife (Victoria Adams, aka Posh Spice) and modeling. I guess it helps to have a movie (Bend It Like Beckham) to feature your name as well. When it comes to soccer purists, however, Ronaldinho is acknowledged as the premier player in the world, winning the FIFA World Player of the Year in 2004 and 2005. For Amway to sign him as an endorser is amazing! The impact in the U.S. isn't as major as it is in most other markets in which Amway does business, simply because this is just about the only major market in the world that isn't mad about soccer. There are a few exceptions within this market, of course. Soccer is huge with youth in America, but mostly as a participatory sport. And soccer is huge with Hispanic audiences in America, which includes some 20 percent of Quixtar's business here. As plans surrounding Amway's use of Ronaldinho are announced, I hope that U.S. IBOs will find ways to tap into them. Meanwhile, now that I'm mostly recovered from ACL surgery last summer, I need to begin working out in earnest so that I can hit the soccer pitches myself this summer. I have new inspiration, and maybe I'll find a one-word name for myself while I'm at it, like Robinho. Nope. That one's taken. Sigh. Robin by itself sounds too boring. Maybe Kia ... You can check out the Ronaldinho news conference at Nutrilite.com. |
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