Chinese advertisers are banking on scantily-clad models draped in Argentine and Brazilian jerseys.

Much to the delight of fans here in Argentina and Uruguay, the 2010 World Cup begins its month-long run tomorrow in South Africa. Earlier this week, we looked at Argentine and U.S. brands spending millions on sponsorship deals and advertisements to create an emotional connection with fan bases whose loyalty knows no bounds. But what happens when you have 1.3 billion fans and you don’t qualify for the 32-team field? Well, according to People’s Daily, you should capitalize on two truisms in advertising: 1.) Sex sells, and 2.) Associate yourself with winners. Toward that end, Chinese networks, advertisers and websites are all featuring dozens of local models draped in jerseys of Argentina, Brazil and other tournament favorites. “First off the plane will be the ‘Soccer Super Babes’ group G3, who are being touted as the first Chinese dancers to perform at the opening ceremony of the World Cup,” writes the Daily adding one minor detail, “there does seem to be a certain amount of ongoing discussion about when they will actually perform.” While CCTV will broadcast all 64 games, other Chinese networks will go a different route. Model Zhai Ling will host a program on World Cup fashion. Ironically, the article notes, she became famous for not wearing clothes on the Internet. Not to be outdone in the soccer skin game, another Chinese website “released 32 pictures of babes representing the squads, dressed in just bikini bottoms and body paint.” So even if they won’t be fielding a team this year, it seems China is setting a new standard for World Cup exposure. (Full Story)

EA Sports' World Cup simulation has Uruguay out in Group Play and Argentina losing in the Semis.

While the 2010 World Cup doesn’t officially start until June 11th, U.S. video game giant EA SPORTS is already declaring Spain the winner. In a clever PR campaign, not likely to sit well with local fans of Argentina and Uruguay, EA ran a simulation of the world’s largest sporting event using its popular 2010 FIFA World Cup South Africa video game. The simulation had Uruguay eliminated in Group Play after a 1-1 tie with France and back-to-back losses to South Africa and Mexico. Argentina fared much better in the simulation by winning Group B with three consecutive victories over Nigeria, Korea and Greece. However, convincing wins over Mexico and Germany were followed by a 2-1 loss to Spain in the Semifinal round. The simulation had Spain advancing to and winning the Final over Brazil by a score of 3-1. We can only hope this EA prediction is a curse akin to the kiss of death for college football teams featured on the cover of Sports Illustrated or NCAA basketball teams getting the net-cutting nod from Dick Vitale. For Argentina’s fans, the only bright side of losing the World Cup—either in a video game or the actual event—is being spared the sight of Diego Maradona running down 9 de Julio Avenue in his birthday suit. Video game or not, that’s one visual we can all do without. (Full story)

Production was down, but the 2010 vintage is already being compared with '02. (Photo: Die Guito)

“Better Late Than Never.” That’s how Wine Spectator describes the 2010 harvest in Argentina, a year marked by a slow sugar start, some potentially-damaging weather fluctuations and, ultimately, a lower level of wine production compared to 2009. But fear not, the finished product is still outstanding. “Argentinean winemakers are pleased with lower alcohol levels and ripe tannins which they believe have produced an elegant vintage,” writes James Molesworth. That’s the general consensus from the various winemakers interviewed by WS including Bodegas O. Fournier, Achával-Ferrer and Bodega Catena Zapata. Yields were down anywhere from 10-25% for most of the vineyards in Mendoza, but the lower alcohol levels have produced some beautifully-balanced tempranillos and syrahs. Across the border in Chile, Molesworth says the 2010 growing season was hurt by the earthquake, although some “cool-climate varieties such as Sauvignon Blanc and Pinot Noir” fared well. In other regional wine news, one Chilean producer hopes to boost sales by reaching out to a unlikely group of oenophiles: football fans. Concha y Toro, Chile’s largest exporter of branded wines, just inked a deal with the UK’s Manchester United and will begin advertising alongside Budweiser at home games in the legendary club’s Old Trafford stadium. A Man U rep tried to explain the deal’s synergy, “This is a partnership that unites the two great passions in Latin America: football and wine.” Despite the enthusiasm and Concha’s creative attempt to reach more Asian buyers, we’re not anticipating a Malbec Lounge at the Monumental or Tuesday Tastings at the Bombonera anytime soon. (Wine Spectator 2010 Southern Hemisphere Harvest Report)

The World Is Flat: An Argentine playing in Spain selling Chinese luxury cars sold on six continents.

Argentina and China may be having a spat over trade and tariffs, but one Chinese company is banking on Argentina’s #1 export to help sell some minivans. China-based automaker Chery International is rolling out a new MPV called the Riich, and the company chose Lionel Messi to be the face of the vehicle roll-out. Besides making an intriguing global marketing case study, the selection of an Argentine who plays in Spain for a Chinese car sold on six continents also demonstrates the growing appeal of the worlds’ greatest soccer player. “Messi is the best football player in the world,” said Chery’s Jin Yibo, “and thus he makes a great ambassador to represent our premium Riich brand.” The announcement was made yesterday during the vehicle’s unveiling at the Beijing Auto Show. While automakers are struggling in other corners of the world, Chinese producers posted a whopping 45% gain in sales last year to 13.6 million vehicles, and analysts predict another double-digit gain this year fueled by government incentives, lower borrowing costs and the added cachet of celebrity endorsers like Messi. “It’s a smart move,” said Shanghai analyst Liu Lixi, “because those unfamiliar with Chinese cars need a famous ambassador to develop an initial interest.” Now whether or not Messi will be caught on the streets of Barcelona in a Mommy wagon remains to be seen. Just as Tiger Woods was rarely spotted in the Buicks he once endorsed, Messi is unlikely to part ways with his Q7.

Argentina hopes to play more than one game at Johannesburg's Soccer City Stadium.

With only 79 days remaining until the start of World Cup 2010, it seems confidence runneth over among fans of the Selección Argentina.  So far Argentine fans have purchased more match tickets than fans from any other Latin American country, even fierce rival and overall favorite, Brazil. This is quite an emotional turnaround considering the doom and gloom surrounding the club only five months ago when they were on the brink of elimination. According to La Nación, the 25,188 tickets purchased online from Argentina are more than Brazil (18,179), Chile (18,050), Paraguay (8,863) or Uruguay (4,739). Some of the local confidence may stem from headlines in Argentina trumpeting the recent European goal-scoring binges by Lionel Messi and Gonzalo Higuaín. Last Saturday both players scored 3 goals apiece in the Spanish League, and Messi is being referred to as “Dios del Futból” by several media outlets . Off the field, confidence bordering on arrogance was evident when the always-subdued Coach Diego Maradona’s list of remodeling demands for the player’s rooms in Pretoria was made public: Jacuzzis in every bathroom, new LCD televisions, fresh paint and a “perfect” practice field. When asked how the renovations were proceeding, Pretoria General Manager Colin Stlier said, “The work is almost finished, and we are anxiously awaiting the arrival of the great stars from Argentina…although I actually believe it will be easier to keep Messi happy than Maradona.”

Former player & current coach Diego Maradona in a 1978 ad for long-time Argentina sponsor, Coca-Cola.

While some say beef is Argentina’s finest export, most European soccer club owners would politely disagree. The rosters of Europe’s legendary club teams are stacked with young players from Argentina like Lionel Messi, Sergio Agüero and Gonzalo Higuain. And while these talented twenty-somethings are gearing up for a match next week in Germany and this summer’s World Cup in South Africa, a recently announced agreement should raise the team’s profile and following in the United States. The Argentina Football Association (AFA) just inked a deal with a Chicago-based marketing group committing the National Team to four “friendly” matches in the U.S. between now and 2014.  AFA agent Guillermo Toffoni explained the branding significance of the deal to Reuters: “We want to open the market for the national team which is a very strong brand. It’s a brand that is as strong as or stronger than that of Real Madrid or Barcelona.” (Article) The global appeal of Argentina’s National Team is evident in the current roster of multinational Official Sponsors including Coca-Cola, VW, Adidas, Quilmes, YPF, Italcred, Standard Bank and Claro. While Brazil, Spain and England are more favored to win this year’s World Cup, odds are good the brand called Argentina will broaden it’s U.S. appeal beginning with the first friendly this September.