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29 Abr 2016  |  0 Comentarios

Cruyff, a commercial beautiful mind

When Johan Cruyff showed-up at Ballon d’Or gala back in 1971 to be presented with his first precious award with a big Puma logo on his jacket, the Dutch superstar proved everyone that he was ahead of time, and not just on the pitch.

The sad news of his death lead to thousands of articles in the media globally hailing his beautiful mind, that revolutionized the way the football game was conceived until he started his career as a manager. But few people wrote about how smart Johan was also on commercial matters. In the early 70’s, Cruyff had already featured in several TV commercials, far ahead any other football player. A generation like mine grew-up with Cruyff’s endorsements such as Bruguer paintings or Jim underwear, at a time in which one single TV channel would get 100% of the audience and someone like Johan would have an enormous influence in purchase decisions of football fans… and their wives, as even his wife Danny featured in some of the ads. (más…)

9 Mar 2016  |  3 Comentarios

Twitter’s Periscope signs FC Barcelona superstar Gerard Piqué

Well, its not quite like that, but Pique’s intense activity on Periscope has resulted in best promotion possible for this revolutionary app, acquired by Twitter for $100m just one year ago.

Indeed, having Barcelona’s center back conducting 3 live broadcasts in just 4 days has dramatically increased Periscope’s popularity, which was hardly known for the majority of football fans. Furthermore, the fact that such broadcasts took place in spaces where media has no access made such content extremely appealing to fans globally… and for free.

Piqué has been strongly criticized by Spanish media for breaking into dressing room private moments, and also probably because it means –once again since proliferation of social media- that players can distribute their content (now including video and also live broadcast) and communicate directly with the fans with no need of having the media in between. (más…)

4 Feb 2016  |  0 Comentarios

Soccerex Transfer Review 2015-16 winter editon -LaLiga-

Hello sport marketers! Soccerex Transfer Review 2015-16  Winter editon -LaLiga-  is already here, you can download full report through this link

Full report LaLiga

4 Feb 2016  |  0 Comentarios

Soccerex Transfer Review 2015/16 Winter editon -Premier League-

Hello sport marketers! Soccerex Transfer Review 2015-16  Winter editon -Premier League-  is already here, you can download full report through this link:

Full report Premier League

13 Oct 2015  |  2 Comentarios


“Our objective is to catch up with the Premier League and prevent it from turning into the NBA of football”, frequently claims Javier Tebas, President of La Liga. Such statement was made for the last time during the renowned Leaders Sports Summit, which took place this week in London with the presence of most of the main influential figures in the industry and, of course, with extensive media coverage.

How are you planning to do it?, asked perplexed the journalists from the most prestigious English media. The truth is that it sounds highly ambitious and looks like it’s going to be a long process, based on the existing differences between La Liga and the Premier League. Let me elaborate on this. (más…)

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© Esteve Calzada, 2016
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