Como se combate o populismo? "Com eleições", responde Fukuyama

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February 14, 2005

Mourinho's magnetism attracting big money
By Ashling O'Connor
HE IS ALREADY THE MOST talked-about manager in the Barclays Premiership, but José Mourinho’s profile is set to become even higher with a portfolio of personal endorsements that could be worth about £600,000. Walking off with the title, Chelsea’s first for 50 years, and capturing the European Cup, his second in a row, would further enhance the reputation of the 42-year-old, who marketing experts reckon could earn £3 million off the field over the next 18 months.

The man who strode confidently into the national game from Portugal seven months ago declaring himself the “big brain” is about to become the big brand. In a strategy that echoes “Brand Beckham”, Chelsea are understood to be working on ways to cherrypick potential sponsors for their magnetic manager, who has captured the attention of the English game this season.

The club has been inundated with offers of commercial work after the arrival of Mourinho from FC Porto with lofty aspirations and a rock-solid self-belief. It is thought that about four partners — distinct from the club’s sponsors — would be the right number. Opening offers are believed to be in the region of £150,000 a deal, according to sponsorship sources.

Mourinho is already the highest-paid Premiership manager with a salary of about £5 million a year, but his unorthodox style, popularity with the media and possession of a European Cup winner’s medal make him highly marketable. His potential to wrest the title of Premiership kingpin from Sir Alex Ferguson has added to his commercial appeal.

Mourinho, who speaks four languages fluently, already has a deal with Puma and can be seen staring out from the cover of Total Club Manager 2005, the computer game. He is said to be liked by sponsors for his willingness to co-operate with them. His off-field income is estimated to be between £500,000 and £750,000. But it could be much more.

Sven-Göran Eriksson, the England head coach, is able to command a fee of £50,000 simply for an appearance and many would say that Mourinho is much more interesting company. There is a desire both at Chelsea and among marketing agencies to formalise the commercial structure around the man most likely to win the Premiership this season. He is overwhelmed by requests for his time, with the list of media outlets in search of interviews growing by the day. Most of them will be disappointed.

Such was the demand from the Spanish press before Chelsea’s European Cup game next week against Barcelona, a club where Mourinho was assistant coach, that he decided to break his protocol of never commenting on a match that was not the next fixture to be played. A specially convened press conference on the subject of the Barcelona game is to be held in London on Thursday.

Packaged in the right way, Mourinho should be a hot property. Football managers rarely command the sort of attention from sponsors that their players do. The higher-profile figures such as Ferguson and Arsène Wenger tend to endorse companies that already back their clubs or have an existing association with the game. Ferguson and Sam Allardyce, the Bolton Wanderers manager, are featuring in an advertising campaign for Barclays, the title sponsor of the Premiership.

Others have been able to do one-off consumer brand campaigns spun off from their personality or a particular incident. Sir Bobby Robson and Terry Venables cashed in courtesy of Walkers crisps, although neither were able to hold on to their jobs in football management. But none has yet been able to harness a marketing power beyond football.

Sponsorship experts believe that Mourinho’s image has the ability to transcend the game and even Chelsea. He possesses that rare quality — one that he shares with David Beckham — of appealing to both men and women. Men want to be like him, women want to go out with him. “If things go really well for him at Chelsea he could realistically raise his value to around £3 million in the next 18 months,” Nigel Currie, a director at the GEM Group, a sports sponsorship consultancy, said.

Chelsea officials are shying away from the concept of “Brand Mourinho”, but appreciate the need to structure his commercial work through the club. The marketing of Mourinho can only be profitable for the man and his employer. The one ground rule, however, is that any commercial work does not interfere with his No 1 job as Chelsea manager. “Training is sacrosanct. He won’t do anything that conflicts with that,” a Chelsea insider said.

A taster of Mourinho’s marketability was his biography, Made in Portugal. The book has sold more than 20,000 copies in the UK (Mourinho is donating the proceeds to a school in Portugal) and is attracting interest from Greek and Serbian publishers for translation. Dewi Lewis, his publisher, said: “His reputation is travelling.”


http://www.timesonline.co.uk/article/0, ... 18,00.html

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Mourinho vende (e ganha) que se farta
O diário inglês Times revela na sua edição de hoje um estudo levado a efeito por um grupo de empresas inglesas ligadas à consultadoria comercial de acordo com o qual o técnico de futebol José Mourinho é considerado actualmente a marca comercial mais cobiçada em todo o Reino Unido.



Graças a isso, Mourinho poderá dilatar a sua conta bancária em cerca de 21 milhões de euros nos próximos dezoito meses.

Comenta o jornal londrino que «os homens querem ser como ele e as mulheres querem ir com ele».

O técnico português, que já chegou a acordo com uma conhecida marca desportiva, prepara-se agora para entrar em anúncios de um cartão de crédito norte-americano e participar numa campanha sobre jovens talentos na Europa e na Ásia.

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