Last year, Berlin received some very unflattering media coverage. The country’s most respected news magazine, Der Spiegel, said Berlin was no longer a hip and happening European metropolis -- unlike Barcelona, Copenhagen or even the Estonian capital Tallinn. Berlin had, in the words of the magazine, missed the boat. But the city has refused to accept defeat. This week, Berlin launched a new slogan as part of a multi-million-euro advertising campaign, aimed at spicing up the German capital’s appeal. And as Thomas Marzahl reports from Berlin, the campaign for starters targets Berliners themselves.
Now, as the Soccer World Cup draws to an end in Germany, a new competition kicks off. For talented footballers who have won glory for their country now starts the courtship by rival soccer clubs eager to boost their ranks. And after the performances on the field, big business will also be flexing its own "corporate" muscle. Footballers with the right looks have historically found themselves swamped with lucrative offers for product endorsements and can quickly find themselves being the face of a new advertising campaign for soft drinks, training shoes or deodorants. So which stars of the 'The Beautiful Game' have potential for making money with their looks off the field? Ben Fajzullin has this alternative perspective on the World Cup from Berlin.
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