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| | Sunday 20 July, 2008 | | Blog: The Dinho Effect | With Ronaldinho's circus ceremony and Milan admitting they signed him for his media impact, Susy Campanale wonders when they'll focus on football
|  |  | | It’s well known that the sport is ruled by money, sponsorship and pay-per-view television deals, but with their presentation of Ronaldinho, Milan took it a bit too far.
Over 40,000 people crowded into San Siro to witness a buck-toothed Brazilian walk out on his own to a podium on the pitch. As the rest of the team was already away for pre-season training and it is a very large stadium, they had to fill the space with something and so staged a Brazil-themed event that included dancing girls with bikinis and feathers taken from the Rio carnival and trick football street performers of the kind you see busking in Covent Garden thanks to their rather futile talent of being able to balance a ball on their nose while doing a handstand. Dinho himself was encouraged to show a few tricks of his own, confirming that he was the performing seal in this circus sideshow.
I had my doubts about the whole affair when I saw Ronaldinho was made to sign his contract live on television. It became official that his signature was more for this summer than the whole season with these words straight from general manager Adriano Galliani’s mouth. “He is a player with great media impact, whereas Emmanuel Adebayor is not. These characters elevate the interest towards our League on behalf of the media, help fill the stadiums and certainly make the challenges more interesting.” It’s nice he remembered to mention the football in there somewhere.
I understand this is a tricky time for the Rossoneri. Rivals Inter have dominated Serie A while they failed to even qualify for the Champions League, so something had to be done to win back the fans. Don’t get me wrong, I think Ronaldinho can do well if Milan return to the Christmas Tree formation that Carlo Ancelotti always wanted to field, completing that Selecao front three with Kaka and Alexandre Pato. It’s just that I’m not sure this was the driving force behind the move.
All we’ve heard since the £18m transfer was completed is how many thousands of extra season tickets have been sold and shirts pre-ordered. Considering Gianluca Zambrotta hardly reduces the average age of the defence and Pippo Inzaghi remains the only tried and trusted centre-forward – I’ll believe Marco Borriello is not a one-season wonder when I see it – then I hope the Ronaldinho Effect can make its mark on the pitch as well as off it.
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Of course Dinho would be the centre of media attention at whichever team he joins, not only Milan. What’s so strange, or wrong, about that? So can we please at least remember that he can also play football?
Sani Muhammad - Nigeria
I have yet to see a team win a League, let alone many competitions, with attacking midfielders. Unless Pippo finds the Holy Grail and the fountain of youth, I doubt he will continue to have the impact or flashes of brilliance that we were so used to seeing from him. If this Christmas tree formation is going to work, wonder boy Pato will have to fill the shoes he was "destined" to fill and Borriello will need to make an impact coming in off the bench. I am sure Ancelotti will opt for his Brazilian connection for fear of disappointing the "season ticket holders," so needless to say it doesn't look certain for Borriello to be in the starting XI. Not to be completely negative, I am curious to see two of the world’s most exciting players bring their class to the pitch. Will it work? We will see...
Cameron
I am sure we would see the most beautiful football in the universe, Kaka, Pato and Dinho. The best attack in Serie A, even in the world, let us see what Dinho can do. Take into account that he is still 28 years old with his free kicks, passing and dribbling.
Abdulahi
I believe Milan deserve the Press attention for signing him, especially since he took a pay cut to be there. He is a global star. But at the same time, I do not approve of the circus act. This may have been one of Milan's historic signings, but did it have to go like that? It could have been a bit more formal and technical. This “circus”, as you so rightly described it, is similar to something you would see in the USA.
At the same time, I think that it takes away the team spirit because there were no other players there to greet or introduce him, and I can guarantee you if they were, it would have been a more "Milan family oriented" and positive event. I could see Inzaghi raising his arms and Kaka on the other side, but don’t you think this would cause some to be bitter? Especially while they are away training?
The Brazil-themed event may have been a little much, but Italians and Brazilians are very much alike and have a fond mutual respect. I’ve been to Brazil and seen Italian jerseys all over and vice versa when in Rome. Not to mention how entertaining the Brazilians can be, but I do not see it fair that he is the only one who ever got such royal treatment.
You cant blame Galliani for admitting his media impact because there have been many debates over how good Serie A is compared to others, and naturally I believe this is the best and most difficult league and certainly the hardest to score in. I think this will give the league a positive and much-needed boost. I just don’t understand why we do not have a class goalie. And don’t get me started on Flamini!
Also, I’m sick of hearing about Pato and the Selecao trio. I can guarantee they will be more entertaining than our Italian boys, but when it comes time to put it in the net, Borriello and Inzaghi will come out on top. Yes, I like Pato and he has great potential, but even at his age I believe Inzaghi should still be in the mix. Just look at how he ended last season coming off a bad injury. Marco Borriello has already proved himself and there have been nothing but crickets when it comes to him in the media. He creates opportunities while Pato receives them.
Rob
As usual I agree with Susy. Although I confess to being excited that this amazing player has signed, it is very clear the priorities of a goalkeeper and central defenders were not part of the strategy, yet glaringly obvious to anyone that we will win nothing until we sort it out. Adebayor would have been a fantastic long term signing and it looked as though we were getting him at half price. So why not go for him too as well as Frey? Milan accept mediocrity and under-achieving quite happily, and that is the main problem. Rather than sell the hammer throwers, have a clear-out and bring in some fresh young talent, Galliani and Berlusconi can now hide behind the Dinho Effect with a PR strategy replacing a transfer one. Hang your heads in shame.
Gary
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