How João Lagos brought Bjorn Borg to Portugal
João Lagos says that it is not up to him to assess whether he is the great driving force behind tennis in Portugal, but having brought in Bjorn Borg in 1982 “was the turning point”. From then on, tennis “was no longer associated with fascism and became a sport accessible to all”, although it is still known today with some social elitism. So, this Wednesday, meet family, friends and former employees at Clube de Ténis do Estoril – to receive the celebrate the 40th anniversary of the tennis legend coming to Cascais. “I spoke little to him. He was a very methodical and focused guy, of few words”, recorded the businessman, now 77 years old.
In 1982, the former tennis national was farther from being the powerhouse that would put the Estoril Open on the ATP map and bring stars like Djokovic or Federer to Jamor. He was a simple tennis coach João Lagos, when he received a phone call that would change his life. A Danish businessman, Ole Fredericson, had signed a three-game contract with Bjorn Borg and American Vitas Gerulaitis, but one of sponsor broke the agreement and he needs to endorse the contract and responsibility for two of those exhibition days and three exhibition days to Portuguese.
Lagos was not known and I learned later that there was a Dane who used to play in Portugal who spoke about him to Ole Fredericson. “Contra Borg was very expensive, sub-contracting was cheaper, but still very expensive, I didn’t have the money for it, but only what would start with all the dishes if I brought Borg to Portugal”, outlines the businessman, who “operate a miracle in 24 hours” with the help of brandy Macieira and RTP.
He decided to ask for sponsorship from Casa Macieira, known for its brandies and for importing Chivas whiskey – which ended up giving the event its name. The next day, very early in the morning in a tracksuit (because I was going to train next time) to the company office. He arrived before opening, waited and asked to speak with the boss: “José Machado Leite received me, I told him the story, he was asking questions, but he didn’t say no and I thought it had happened that he asked me : “and do we have television?” I was clueless, I knew I needed television.”
There was only one RTPe, it was there then. “I arrived at reception and asked to speak to the president. The girls were there they looked at each other girls and probably laughed at me. Me in a tracksuit and wet from the rain asking to speak to the president… I was told to wait and I waited there for about 10 minutes, an eternity. I took the elevator up and Daniel Proença de Carvalho was waiting for me. We went to his office, he asked the financial administrator to join us. I told the story again, with some enchantment in the mix, I said when it cost, that I had a possible sponsor and… They didn’t have money, but they offered airtime in advertising”, outlines Lagos, recording that “For the first time in Portugal, there was prime time, and that’s when tennis became fashionable”.
Before noon, Lagos was back in Macieira saying that television was guaranteed. Then he went to the Ritz to see the manager, who couldn’t believe he’d found a solution in less than a day: “From then on, it started crazy.” Next problem, get a Court. The few that did not exist in the country had events scheduled. With a lot of diplomacy and help from the Dramatic of Cascais, a Court floor (Borg’s express request) in a roller hockey rink.
With some adventures half – cement was placed on top of the pavilion floor and dried with the help of a heater before / fans – the tournament took place. A VIP area was created and some cabins were improvised – one of them received Eusébio and a few more friends. And so was born the famous vanity fair so in vogue at tennis events. To keep Borg from being bothered, Lagos improvised a bodyguard, asking a former tennis player friend, Luis Filipe, to be the shadow of the Swede, who has 11 career majors. He records that he still “slapped someone who tried to enter the locker room”.
Jorge Dias was also there, who would become one of the best winners in the world and referee in major tournaments, such as Wimbledon 2001, tennis by Goran Ivanisevic.
João Lagos would still take Bjorn Borg to an exhibition game in Famalicão. The exhibitions at the Cascais Dramatic Pavilion would become famous. After Borg appeared other great tennis, cases of Enroe, Ivanendl and Jimmy Connors, all #1 John Mcconfigure. The success of these events catapulted him into organizing the golden age of the Estoril Open. In addition to putting Portugal on the ATP Tour with the Estoril Open (which he led for 25 years).