Portugal scarf around the neck, Finance Minister Mario Centeno was acclaimed by his peers in Brussels for the coronation of the Seleção at Euro-2016. Of course, this triumph has not ruled out the threat of budget sanctions, but it brings a breath of fresh air to the Lusitanian economy.
“ The brand ‘Portugal’ gained notoriety, the country’s name has been mentioned countless times. the government never would have had the means to pay such ad campaign , “said AFP Daniel Sa, director of the Institute marketing Portuguese (IPAM).
Before the final in extremis won by Cristiano Ronaldo from team against the Blues, a study of IPAM had amounted to 609 million potential impact on the Portuguese economy of such a sporting achievement, which seemed a distant dream.
Hotels, restaurants, cafes, travel, advertising agencies, media, sports paris, supermarkets, football shops, businesses transport or the security business are the big winners: “ we drink, eat, consumption moves … this would not have existed without the euro “, argues Daniel Sa .
a total of 3.7 million viewers in Portugal, more than one in three, and 20.8 million in France followed this final that put the spotlight a little welcoming country where football is king.
what reinflate the morale of the Portuguese, who are struggling to recover from the near collapse of the country in 2011, followed by a severe austerity measures implemented in return an international aid package of 78 billion euros.
“ This victory will perk us. This is a turning point in the history of our country “rejoices Nuno Brito, an unemployed 39 year old came to applaud the national heroes Monday in their return to Portugal.
But if” this feat will restore investor confidence, banks and business leaders, it is far from solving the country’s problems , “notes the marketing expert Daniel Sa.
‘No economic miracle’
the investment in Portugal is almost stopped, and growth has been a significantly slower in a context of uncertainty surrounding the elections legislation in October 2015, which brought to power a socialist government supported by the radical left.
the triumph of the Selecção will give wings to “ a country awash in financial problems. But there will be no economic miracle through football , “said Domingos Amaral, professor of economics of sports.
If the Prime Minister Antonio Costa continues to cling to hope to see the economy grow by 1.8% this year, the International monetary Fund (IMF) provides only 1%.
And Portugal was beautiful win the Euro, the Finance ministers of the eurozone is they remained intractable. They decided Tuesday to maintain their threat to impose Lisbon, as in Madrid, sanctions for excessive deficits.
win bonuses
economics professor Joao Cesar das Neves, success on the football field is far from being synonymous with economic recovery, although “ the country’s image comes out strengthened . “
He cites as evidence the cursed final of Euro 2004, lost at home against the Greek team:” in the aftermath, Greece suffered one of the worst financial disasters in history . “
Meanwhile, the 23 players of the Seleção are guaranteed to pocket a premium of at least 300,000 euros each, thanks to windfall 25.5 million that the Portuguese Football Federation will receive from UEFA.
Then there are gains associated with derivatives, as the official red shirts of the national team, sold 140 euros in Lisbon, which were out of stock on the day after the final.
Nike Store in the historic district of Chiado, customers stand empty-handed. “ I was willing to pay more for the shirt of Portugal, but there is more ” laments Ali Kabli, a tourist came from Kuwait.
No comments:
Post a Comment