Article: A small town's big cheeses. (Parmalat exploits the success of its soccer club subsidiary Parma AC to boost the image of its food brands)(Brief Article)

PARMA AND SAO PAULO

A CITY of only 170,000 souls, blessed by a medieval cathedral and university, and famous mainly for hard cheese and dried ham, is an unlikely home for one of the best football teams in Europe. But a win at Verona on June 1st will secure Parma AC a berth in next season's Champions' League, Europe's premier tournament, with giants from Madrid, Manchester and Munich.

Ten years ago Parmalat, a food company based in the city, bought 25% of the then mediocre club. It took over altogether in 1990 on the death of the main shareholder, a local builder. Since then Parma AC has won four top trophies, fuelled by Parmalat's money, which has brought ...

Related newspaper, magazine, and journal articles:

Newsweek Harper's Magazine The Washington Post Chicago Tribune Crain's Chicago Business PRNewswire Pediatric News The Nation Advertising Age The Economist (US) A FREE trial gives you access to over 80 million articles! Access over 6,500 publications with a FREE trial!