Sport: A Word from the Sponsors

The long-haired young man in blue jeans was due in Paris in a few hours. Standing in Rome's Fiumicino Airport, he looked at his Air France boarding pass and realized he had been seated in the coach section. He was thus unable to be with a companion who was ticketed in first class. "I can't upgrade this," he said, "I don't have enough money with me."

It seemed an unlikely predicament for Bjorn Borg, the world's wealthiest tennis player, but Borg rarely carries much cash with him. He does not have to. A small army...

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