INTRODUCTION: There's still a year to go before the 1978 World Cup soccer championship kicks off in Argentina, but commercial exploitation is already well under way.
GV & CU River Plate stadium, Buenos Aires and sign (2 shots)
GV & CU Velez Sarfield stadium, Buenos Aires and sign with World Cup emblem (2 shots)
CU PAN INTERIOR Various soccer posters ZOOM INTO emblem of boy with football
CU INTERIOR Printing works with "Argentina '78" emblems being produced (3 shots)
CU Artist displaying "Argentina '78" emblems on a variety of backgrounds
CU Man in shop looking at "Argentina '78" pullovers
General Merlo said last month that World Cup revenues had been anticipated at 27.9 million dollars, with 25 per cent going to the organising country, 10 per cent to the International Football Federation (FIFA) and 65 per cent to FIFA member countries according to their final standings at the tournament.
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Background: INTRODUCTION: There's still a year to go before the 1978 World Cup soccer championship kicks off in Argentina, but commercial exploitation is already well under way. In the capital, Buenos Aires, they are churning out goods bearing special "Argentina '78" emblems as fast as they can. The revue will indirectly help offset the huge cost of hosting the competition.
SYNOPSIS: Argentina has no national football ground and the River Plate stadium in the capital is where the final will be played. It's undergoing extensive improvements for the tournament. Argentina has so far invested 73 million dollars in the stadium -- building and the provision of Press facilities.
Artists have been busy turing out suitable posters and advertising displays to help build up World Cup fever. The chosen emblem is a small boy with a football.
As well as the "Argentina '78" emblem, there is also a World Cup mascot which suitably combines sport with tradition. It is in fact a gauchito -- a small gaucho, or Argentine cowboy -- dressed in football gear. Contracts for the sale and distribution of the emblem and mascot in South America are believed to be worth well over a million dollars. Posters of the little footballer will soon be springing up everywhere.
The people of Argentina have a passionate interest in soccer and are enthusiastically taking part in the build-up to the competition. Argentina's ability to stage the contest has in fact become a matter of national pride, particularly for the country's military government. General Antonio Merlo, who's in charge of Argentina' World Cup organisation, has said the competition will have fundamental ends far beyond football itself. Those ends are the presentation of a good image of the country to the outside world.
The commercial side of the World Cup is of vital importance -- Argentina's share of the expected returns will be swallowed whole by the cost of playing host.