For publicity purposes Mian promulgated a long-running urban legend of his fabulously wealthy dynasty of German shepherd dogs, all called Gunther.

[3][4] In June 1993, La Stampa reported that the CentroMatic Prato (it) professional Italian Volleyball League club had been purchased by Gunther IV.

[7] Gunther IV sensationally resigned as Agliana president in June 1995, after his handlers took exception to team captain Carolina Morace kissing controversialist politician Vittorio Sgarbi during a segment of the Il processo di Biscardi television programme.

The club became known as "Verona Gunther" and undertook an extensive recruitment drive, which included Italy women's national football team players Stefania Antonini, Manuela Tesse, Raffaella Salmaso, Adele Marsiletti and Florinda Ciardi.

For publicity purposes they appointed a dog, a German shepherd called Gunther IV, as 'president' of the club and he attends all matches as the 'club's benefactor'.

"[11] A report in Die Tageszeitung was less charitable: "A fraudulent German shepherd haunts Italy's women's football and cannot get away from national player Morace".

[15] The performance was related to Mian's left-libertarian views on reproductive rights and his upcoming appearance in the 2006 Italian general election.

[17] Despite Mian's stated loss of interest in football, his Gunther Group continued to be courted for investment in other clubs, including a return to Pisa in 2016[18] and the latest reincarnation of Parma in 2015.

[5] The group's listing for sale of a property in Miami, formerly owned by Madonna, for $31 million in November 2021 was accompanied by more media coverage describing Gunther VI as the world's richest dog.

[30] In the 2006 Italian general election Mian stood as an unsuccessful candidate for the Rose in the Fist alliance: "I dream of a truly secular country with more science and less church.