American soccer prodigy Freddy Adu has garnered much media coverage at a tender age, attracting interest from a host of European giants. His potential greatness as a player is commercially appealing for major brands, but will he fulfil his enormous potential? Neil Forsyth writes
When 14-year-old American sports prodigy Freddy Adu signed his first professional deal in November, he was presented to the media in New York’s Madison Square Garden. That evening, he guested on The David Letterman Show as the US dailies went to press with his name emboldened in the sports pages. Six months earlier, Nike had tied him to a $1 million endorsement. America, the land of hype and hyperbole where sport and business entwine like lovers, is shaping its latest sporting icon. The surprise is Adu’s chosen sport, soccer.