Marketing stunt or ‘extraordinary’ transfer? Ravenna fans ride wave of the Ronaldinho Effect

Summary

Brazil legend’s decision to play in Serie C at 46 has divided fans – but the man who arranged the deal has high hopes On 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. “We haven’t seen him yet,” four Ravenna supporters sitting at a cafe say with dry irony as they flip through La Gazzetta dello Sport, Italy’s famous pink sports daily. They are undeniably sceptical, viewing the signing as a purely commercial operation, yet deep down they still harbour the dream of seeing the 2005 Ballon d’Or and 2002 World Cup winner wear their yellow and red shirt. Continue reading...