Cristiano Ronaldo’s Move to Italy Is a Big Score for Jeep

Jul 11, 2018 88

BY: Gabrielle Coppola and Eben Novy-Williams

Italy’s Juventus Football Club SpA is paying a total of more than $130 million to nab star player Cristiano Ronaldo from Spanish soccer giant Real Madrid Football Club. The Italian team won’t be the only one trying to cash in on the Portuguese footballer’s fame. 

Fiat Chrysler Automobiles NV, whose Jeep logo is plastered across the chests of Juventus’ black-and-white-striped jerseys, could get a huge advertising boost in the deal. If Ronaldo can lead Juventus to the UEFA Champions League finals, the media exposure for that one year will be worth about $58.3 million, according to Eric Smallwood, president of Apex Marketing Group Inc. That would be quite a return on the $20 million Fiat Chrysler pays each year for its Juventus sponsorship, according to SportsPro.

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SOURCE: https://www.bloomberg.com

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