JUDY WOODRUFF, CNN ANCHOR: A major soccer tournament kicks off this weekend. Euro 2000 will bring fans to stadiums in Belgium and Holland, and security is a major issue. German authorities have barred known hooligans from traveling, making them report to local police stations. British Home Secretary Jack Straw has told European law enforcement officers not to tolerate -- quote -- "thugs in English shirts." Euro 2000 also involves other rivalries off the field between commercial brands with their eyes on the pocketbooks of the fans. CNN's Charles Hodson reports on soccer marketing.</s>CHARLES HODSON, CNN CORRESPONDENT (voice-over): It looks like a scene from a Hollywood blockbuster, but it's actually the latest Nike ad. Adidas has counterattacked with its own version, featuring England's David Beckam (ph) and France's Zinadin Zadan (ph). With top footballers now commanding a weekly wage of between $60,000 and $90,000, many observes claim the cash paid by sportswear companies and broadcasters has given them unprecedented influence over players.</s>HODSON: Nike reportedly paid $250 million to sponsor Brazil, but at the last World Cup the company faced criticism over its alleged control over team selection, an accusation Nike denies.</s>YVONNE IWANIUK, NIKE UK: It's a deception that companies such as Nike have tremendous control over athletes and players. We really do not. We sign a general contract with them, and it may be as part of that contract there are certain appearances that a player might make on your behalf. But it's always up to them. It's always up the players and it's always up to the team to determine whether they want to do that. You can't influence that, that outcome.</s>HODSON: Despite fears of overbearing sponsorship, for most companies the association with top players is worth the cost. With companies continuing to target the lucrative youth market, there's no doubt big brand names will continue to flourish. Charles Hodson, CNN Financial News, London.
Critics Charge Sportswear Companies and Broadcasters Have Too Much Influence Over Footballers