Word: bjorn
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...when the sun came out, Bjorn and Evonne shone
Though the sun did not shine much, a couple of players did. Bjorn Borg, 24, rolled to his fifth straight title, setting a record of 35 consecutive match victories in Wimbledon play. Evonne Goolagong Cawley, 28, the most graceful player to take Centre Court in a generation, outclassed Chris Evert Lloyd to capture her second Wimbledon title...
...seemed an unlikely predicament for Bjorn Borg, the world's wealthiest tennis player, but Borg rarely carries much cash with him. He does not have to. A small army of accountants, financial advisers, marketing experts and other support troops are employed to manage his money, his personal needs and his vastly lucrative image. Borg has not quite reached the dizzying heights of Arnold Palmer, the top earner in all of sport, who has made roughly $60 million in his career from golf and business ventures. "But he's getting closer," says Mark McCormack, founder and president of Cleveland...
...firms line Borg's pockets for promoting breakfast cereal, bread, soft drinks, leisure shoes and clothes, sunglasses, tanning lotion, key rings, pencils, erasers, posters, calendars, confections (a Borg candy bar is sold in Europe), blue jeans, jewelry, glucose tablets, men's cologne, liquor (in Brazil) and a Bjorn Borg doll. One year he posed with two Swedish sewing machines for a company that wanted to salute "three Swedish champions." This fall a Borg-authored tennis column will begin appearing in British newspapers. Next month, for $125,000 plus royalties, a French picture agency will be permitted to photograph...
...sales quadrupled in its first five years with Borg. Didier Ailloud, deputy sales director of the French firm that makes VS strings, believes that as much as 15% of new customers come his way after being swayed by the Swede. Says Ailloud: "I am convinced that the identification of Bjorn with our product is of inestimable importance...