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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)
- Article from:
- The Economist (US)
- Article date:
- May 31, 1997
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Copyright informationCOPYRIGHT 1997 Economist Newspaper Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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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 ...
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