You may recall last April when a Spanish telecom company, in order to get a big splash while rolling out a new branding identity, placed some pretty intrusive advertising on the cover of the Spanish sports daily Marca. Now, it's Portugal's turn. On Wednesday, TMN, the country's leading mobile telecommunications company and a subsidiary of Portugal Telecom, introduced a new logo and was apparently able to pony up muitos euros to swath the entire front pages of three of the largest dailies in the country in their signature, er, blue. Or something. Yikes.

Incidentally, two of the newspapers, Jornal de Noticias and Diario de Noticias, are owned by Lusomedia, which was, until last month, owned by Portugal Telecom. (The third, Publico, is owned by Sonae.) And the soccer players on the front of the Jornal de Noticias and Diario de Noticias play for F.C. Porto, whose jerseys bear the logo of, yes, Portugal Telecom, with whom the club just last Friday announced a new 6-year, $25.6 million sponsorship deal. Wow. What's the Portuguese word for "convergence?"

(Thanks, Don!)