North Korea was part of the “axis of evil” identified by George W. Bush when US president and it is subject to sanctions over its nuclear weapons programme but, for a little-known Italian sportswear company, politics is no obstacle to sponsoring the country’s World Cup team.
The stable of football clubs sponsored by Legea ranges from Welsh champions New Saints to struggling Italian sides, but its recent deal with North Korea marks the company’s debut in the World Cup big time.
“We don’t have the power of Nike and Adidas so we have to find other ways for people to speak about us,” said Giuseppe Marinelli, Legea’s head of marketing. “Political issues have nothing to do with us,” he adds.
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