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Ronaldo underwear not scoring dividends for Danish company

Christian Wenande
February 19th, 2016


This article is more than 8 years old.

JBS sticking to sports stars despite tepid CR7 sales

The CR7 line has not performed as hoped (photo: JBS)

It looked like the Danish underwear company JBS had secured the signing of the season when it snagged footballer Cristiano Ronaldo to promote its CR7 underwear series in 2013.

But just over two years later and the underwear paired with the Portuguese giga star’s chiselled abs and toned body has failed to translate into the expected profits for JBS.

“We grew from 5 to 55 nations but we could see that it was hopeless in many countries due to tariff issues and distribution problems,” Michael Alstrup, the head of JBS, told Børsen business newspaper. “So we had to shut some down again.”

READ MORE: Danish Army spent 1.6 million kroner on sports bras in 2014

Only way in
The company had expected to double its turnover within two years, but it remained the same at about 200 million kroner, and sales fell by 10 percent as per its latest financial result.

It’s not the first time JBS has linked up with a sports star. Danish tennis player Caroline Wozniacki used to be on its books and Alstrup insisted that he will continue to look to sports stars when marketing products.

“It’s the only way to do it. We’ve tried to break the export market during our previous 73 years and it’s been slow goings, even though we make the world’s best products. With Ronaldo it’s gone much faster,” said Alstrup.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”