A New Era of Galacticos?!
So Kaka has done the decent thing by Milan. Thankfully he turned down Man City and has actually joined a club with great history & one of the biggest teams in world football. But at £50-odd million he also represents a massive jump back in time by Madrid. The re-election of Perez as President comes after rivals Barcelona secured a historic treble in the 2009/10 season.
This could cause a massive shock-wave throughout European football if it continues. Milan now have a bundle of cash in their pocket and will be looking to improve, Chelsea and Man City are itching to get their Oil money out. If Real also bag Ronaldo then there will be a big swell across the big teams land grabbing the talent that is out there. And this causes some interesting thoughts as brands look to activate endorsement deals.
Kaka follows David Beckham's example of sticking to Adidas Teams (AC Milan - Real Madrid), which is probably a good thing as he, alongside Messi is their leading light to talk about in World Cup year. I guess I would be a bit gutted if I was Mr Sony and Fallon and just put out a massive campaign, which was likely to be scheduled to grow, with Kaka in a Milan kit nice creative treatment, but now very dated. ...oh the commercial dangers of the transfer window.
As more and more brands take up independant sponsorship deals with key talent (Castrol & Ronaldo, [Insert Brand} & Beckham), more and more issues develop on creative planning and the impact that a big cheque book can have. I am certain this is of no concern to Mr Perez, but anyone with top talent involved in their activation planning might want to check on how a white kit would look in the scamps...
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