Word: barcelona
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...diversify their superstar portfolios "like any good financial planner," says Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon. "Nobody wants to be left hanging with the next Dan and Dave," he says of Reebok's infamous $25 million ad campaign for Barcelona in 1992, which played up the rivalry between decathletes Dan O'Brien and Dave Johnson. After six months of hype, Reebok yanked the ads within minutes of O'Brien's failing to qualify for the Olympic team...
...races this year is making fans yawn. F1 organizers fear Schumacher's superiority could dent TV viewership and jeopardize the huge amount of money--trade magazine Business F1 estimates it at $943 million--sponsors pay to have their logos plastered on cars and drivers' overalls. In Barcelona in May, for example, Schumacher led the race from beginning to end. Three weeks later he did the same in Nurburgring. And after winning at Silverstone in Britain last week, he figures to take another victory lap at the Grand Prix in Hockenheim, Germany, next Sunday. "It certainly does ruin the suspense," says...
...game is played, watched and organized. Where the loyalty of a fan base has traditionally been organized on the basis of local, often sectarian or political affinities, he notes, that hardly helps turn it into a global brand. In Spain, encounters between Real Madrid and Barcelona still carry the stamp of the team of General Franco (Madrid) clashing with the irrepressibly rebellious and republican Catalans (Barcelona), but that encoded history which enflames the home crowd's passions means nothing to consumers who might buy either team's shirt at a mall in San Diego or a sports store in Bangkok...
...game is played, watched and organized. Where the loyalty of a fan base has traditionally been organized on the basis of local, often sectarian or political affinities, he notes, that hardly helps turn it into a global brand. In Spain, encounters between Real Madrid and Barcelona still carry the stamp of the team of General Franco (Madrid) clashing with the irrepressibly rebellious and republican Catalans (Barcelona), but that encoded history which enflames the home crowd's passions means nothing to consumers who might buy either team's shirt at a mall in San Diego or a sports store in Bangkok...
McCagg, who is the assistant publishing manager of Candlewick Press, twice represented the United States in the Olympics, first in Barcelona in 1992, then at the Atlanta games in 1996. On both occasions, the American eight reached the grand final...