. >> reporter: why didn't namar go to europe? too much snow and not enough beach for the rising brazilian football star, at least according to this popular ad for the soft drink. the answer may be tongue in cheek, but the question is all too common. for decades, brazil's most promising players have headed to europe to improve their game and, of course, fatten their wallets. but last year 19-year-old namar turned down powerful suitors, chelsea, real madrid, and barcelona and renewed his contract with home team santos. we asked a former central banker, now president of the santos club, what it all meant. we can't continue being a third world country selling raw materials instead of finished goods. when you sell young, you create wealth for the buyer. after pulling santos out of debt, olivera returned to the private sector to recruit talent. today he earns more as a pop star than an athlete. we discovered the obvious, companies can pay a european sized salary so he can stay here. it also helps that latin america's largest economy is