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Russia Gripped by Euro 2004 Fever

MOSCOW – As reported by the Moscow Times: "The national soccer team may once again break Russians' hearts by crashing out of Euro 2004 with a loss to Portugal on Wednesday, but until then the country remains in the grip of soccer fever.

"Rushing to associate themselves with the team are many of the country's leading brands and retailers, who are hoping to cash in while the getting is good.

"…Russian companies have focused on the home market, sponsoring the national team and players' uniforms.

"Becoming an official sponsor of the national team can cost between $1.5 million and $2 million per year, Alexander Chernov, the team's general manager, told Vedomosti.

"…Supermarket chain Perekryostok is playing carrot-and-stick, offering the team a $1 million bonus if it reaches the final.

"…In Moscow, soccer fans have also been flocking to bars to follow the action on big-screen televisions…"

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