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Archivo de la categoría ‘Patrocinio / Marketing’

Beats or lifting World Cup trophy with no sponsorship fees to FIFA

Dr Dre is definitely on fire. Apart from just selling his Beats business to Apple for a whopping 3bio USD figure, the company completed one of the most successful campaigns ever built 100% on the usage of celebrities, including some of the biggest names in the football game.

Far from deciding to become FIFA sponsor (which would have cost Beats not less than 60mioUSD a year), and thanks to its amazing capacity to attract top football players with little cash investment, the premium headphones brand put together its “Game before the game” campaign. The aim was very clear: to opportunistically link the brand to World Cup event and drive sales and awareness. (más…)

Luis Suárez ¿Villano o negocio redondo?

Morder a un contrario por tercera vez y ser suspendido y apartado del fútbol durante 4 meses no es, ciertamente, motivo de celebración para ningún jugador. La situación se complica aún más cuando un patrocinador firmado recientemente decide rescindir el contrato alegando “comportamiento antideportivo”. En estas circunstancias, Luis Suárez y sus asesores podrían simplemente quedarse quietos, pedir perdón y aguardar a que el periodo de sanción transcurra lo más rápido posible.

Definitivamente, no es lo que haría yo si estuviera en la piel del agente del astro Uruguayo. De hecho, intentaría darle la vuelta a la situación y convertir lo que sobre el papel parecería una amenaza en una oportunidad. Así que aquí vienen las buenas noticias y algunas ideas entorno a la captación de nuevas marcas que patrocinen al jugador incluso durante este periodo tan convulso.  (más…)

Luis Suárez: Villain? Or actually hero?

Biting an opponent for the third time and being banned from playing football for 4 months is certainly not celebration time for any player. Situation becomes worse if right after a brand new sponsor decides to discontinue the relationship on the basis of “unsporting behavior”. Under these circumstances, Luis Suárez and his advisors could just stay quiet, apologize and just wait for the ban to pass-on as quickly as possible.

That is definitely not what I would do if I were the agent of Uruguayan ace. Actually I would turn the situation into an opportunity, rather than just treating it as a threat. So here is the good news and also some ideas in terms of new brands recruiting for the player.  (más…)

The likes of Hugo Boss, Volvo, Yahoo and Mars, missing out with marquee players World Cup absence

The World Cup kick-off is down the corner and the number of players missing it continues to grow every day. Injuries, unexpected manager decisions and teams failing to qualify for Brazil resulted in one of the longest list of high profile players missing the tournament everyone dreams to be part of.

Ibrahimovic, Ribery, Víctor Valdés, Falcao, Bale, Donovan, Mario Gómez, Theo Walcott, Arbeloa, Thiago Alcántara and other top footballers will regretfully enjoy extra vacation time this summer, and next to them a long list of brand managers have had to redo their marketing and activation plans featuring players that ultimately will miss Brazil World Cup. So list of brands missing out includes the likes of Volvo (Slatan Ibrahimovic), Direct TV (Falcao), Hugo Boss (Mario Gómez), 5hour Energy (Thiago Alcántara), Mars (Theo Walcott), Yahoo (Theo Walcott) and Pattex (Víctor Valdés), not to mention Nike, Adidas and Puma that supply the boots of the majority of the players.  (más…)

SingTel and Samsung to bring Manchester Rivals Rio Ferdinand and Sergio Agüero to Singapore

Singapore, 22 April 2014 – Singapore will get a taste of Manchester’s fierce football rivalry when SingTel and Samsung bring megastars of the beautiful game, Rio Ferdinand and Sergio Agüero, to town on May 15 and 16.

Rivals on and off the pitch, the world-class footballers will face-off in the SingTel Game On! challenge, a unique two-day contest that aims to celebrate Singapore’s passion for football in the leadup to the 2014 FIFA World CupTM. The event is part of SingTel’s regional partnership with Samsung, which was recently launched together with the highly anticipated GALAXY S5 LTE.

Four lucky SingTel customers who purchase the GALAXY S5 LTE from April 11 to May 8 will win a dinner for themselves and a friend with the two football stars. Customers who purchased the handset can also get player autographs at a football carnival event on May 16 on a first-come-first-served basis. (más…)

© Esteve Calzada, 2017
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