Zidane’s case, headbutt and good publicity for Generali

Following Zidane's controversial and spectacular butt against the Italian Materazzi during the final World Cup match in July 2006 in Berlin, the insurer Generali, sponsor of the former French captain, estimated that such an aggressive gesture has provided additional advertisement to the company whose notoriety has been amplified.

According to sponsoring specialist, the public infatuation for sports stars is based on the character and personality of the sportsmen. Generali has found in Zidane the persona who can best promote its image.