Marketing stunt or ‘extraordinary’ transfer? Ravenna fans ride wave of the Ronaldinho Effect
Italian Serie C club Ravenna has signed Brazilian football legend Ronaldinho, sparking debate over whether the move is a genuine sporting ambition or a marketing stunt. The club president maintains that the signing is part of a long-term plan to reach Serie A.
Why it matters
The transfer highlights the intersection of celebrity marketing and lower-league football economics in modern sports.
(From left) Ravenna fans Francesco Zannoni, Fabio Pagani, Giovanni Lama and Marcello Lama are looking forward to watching Ronaldinho. (From left) Ravenna fans Francesco Zannoni, Fabio Pagani, Giovanni Lama and Marcello Lama are looking forward to watching Ronaldinho. Ronaldinho Marketing stunt or ‘extraordinary’ transfer? Ravenna fans ride wave of the Ronaldinho Effect Brazil legend’s decision to play in Serie C at 46 has divided fans – but the man who arranged the deal has high hopes
Prefer the Guardian on Google O n a scorching summer afternoon in Ravenna, a city far better known for its fifth-century Byzantine mosaics and Dante’s tomb than for footballing glory, eyes are peeled in the historic centre for one of world football’s most recognisable figures – a man who featured in the World Cup final half-time show alongside Madonna and Ronaldo: Ronaldo de Assis Moreira, better known as Ronaldinho .
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