Word: donnay
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...million. If Tapie succeeds in acquiring Adidas, it will put him at the head of one of the world's leading makers of sporting goods. His group's holdings in the past included the company that makes Look ski bindings, and he still retains ownership of Belgium's Donnay tennis rackets, which has fallen on bad times since Bjorn Borg, its main promoter, left the pro circuit...
Along with the reported $60,000 Scandinavia's SAS Airlines paid him last year for wearing their logo on his sleeve, came free first-class air passage on SAS for him and discount fares for his parents. Donnay racquets of Belgium, which is paying him around $600,000 a year plus a commission on each Borg model racquet sold, also must provide the star with the 30 or so $75 racquets he takes with him to tournaments. In Australia, he endorses Bancroft racquets for another $90,000 or so a year and all the racquets he can break. Fila...
...price keeps going up. According to Kain, who recently negotiated Borg's new five-year contracts with Fila and Donnay, "they are the biggest deals in the history of tennis." The current going rate for a one-year print campaign using Borg's name and picture, including one day of his time to shoot the ad, is $50,000. But IMG generally insists on a minimum two-year deal with a 15% fee increase the second year. Budget-minded advertisers willing to settle for less than No. 1 one can hire Vitas Gerulaitis for a modest...
...firms pay so much for a Borg endorsement? Fila's sales climbed from $25 million to $53 million during the last three years of Borg's first contract. Donnay's racquet 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...
Meanwhile, it would be a great advance toward international understanding if we were to widen our acquaintance with French, which must be for most people of English speech, the second language, even if Latin becomes an auxiliary tongue and if Donnay and his countrymen were to learn to speak and write English as well as Chevrillen, the nephew of the Taine, who with Donnay represented the French Academy at the Moliere celebration in America. --New York Times...