“She sold out to Big Parma,” commented a netizen on photos of Giorgia Villa straddling gigantic thousand-dollar wheels of Parmigiano-Reggiano cheese.
There’s a huge endorsement market for Olympians — brands eager to associate themselves with medal winners, like Joseph Schooling scooping up contracts with Hugo Boss, Nestle and other big companies after cinching gold at the 2016 Rio Olympics.
Italian gymnast Giorgia Villa, 21, endorses famed Italian cheese consortium Parmigiano-Reggiano. The historied brand is best known for producing its namesake hard parmesan cheese, which is made only in the Italian provinces of Parma and Reggio Emilia, and aged for at least two years. A whole 32kg wheel of Parmigiano-Reggiano typically costs around S$2,000.Villa and her teammates won silver at the Paris Olympics for the women’s All-Around gymnastics final.
In the photos, a bedazzled Villa did splits on gigantic wheels of cheese and posed with parmesan wedges. Netizens were quick to comment about her sponsorship, joking that she had “sold out to Big Parma” and is the “most grateful athlete” at the Paris Olympics.
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