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Papazyan, Eduard

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24 Chasa - Bulgaria | 03/03/2011

Use Stoichkov as PR icon

The former Bulgarian football star Hristo Stoichkov is to be Bulgaria's new honorary consul in Barcelona, where he played for many years. He is treated like a god there, Bulgarian Prime Minister Boyko Borisov wrote explaining his decision to appoint Stoichkov on Thursday. Bulgaria should use its celebrities more for advertising for the country, sport journalist Eduard Papazjan writes in the daily 24 Chasa: "Bulgaria spends millions, if not billions, on advertising itself as a tourist destination yet never shows the country's most popular faces in its ads. Because I've been all over the world I would venture to claim that virtually everywhere you go you're greeted with the words: 'Aah Stoichkov!' when you say you come from Bulgaria. When Stoichkov managed the Bulgarian national team it received much more coverage in the European press. … And yet even so, our stars and institutions here in Bulgaria still regard each other with distrust, not to say outright hostility."

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