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Sports sponsorship; by Mario Sánchez del Real

Talking about the weather once the hurricane has passed is easy, and despite the possibility of falling into the easy criticism after the debacle, I will talk about the dreamed sporting successes turned into advertising and marketing failures.

Actually, it is not unusual for unusual and even inexplicable things to happen when talking about sports. This is what I understand gives greatness to the practice of sport, the unexpected, the surprise, the impossible. This was already demonstrated by David against Goliath in the first Olympic rolling stone throw. One, who is from Atleti, knows a lot about this, by the way.

Random things do not like in marketing. This is probably the reason why for years and years the sports sponsorship scheme in Spain was almost exclusively subordinated to the appetizing tax relief and important amounts of money saved financially associated with large investments. All this thanks to a put me there a logo and write me clearly an "official sponsor" on your original campaign. A very poor bet so that now, in a pee-pee or a tiki-taka, we are given back by the sport the little given. I think that in fact most of the time the first decision does not go through the marketing offices but through the financial ones. Many brands have been attracted by the good news and unparalleled Spanish sporting successes. Far removed from those years in which seeing a little Spaniard on the tele in a sporting event was almost a miracle of Lourdes, even if the Tour of Spain did not pass through there. Poor people, how small and lonely they looked surrounded by a thousand Germans, a thousand Italians and ten thousand Americans.

Playing with jokers is easy and so is sailing downstream.

There are brands that have been supporting the sport for years in this original way, and very few of them, although there are some there isThey should be where the roots of the sport are, in grassroots sport. There are not so many brands there, nor are they expected. Moreover, it seems that how well the Treasury serves the big sponsors is inversely proportional to the meager aid to small brands or even local businesses that try to help their respective teams. amateurs of the neighborhood. Curious way to support the sport.

In a country, Spain, where there is an abundance of artificial grass fields and bike lanes, put in place by the awarding of works in praise of higher commissions and not so much by the real need for them, the thing could not be sadder. Here we support the winner, but not the one who to become a winner has to be a loser along the way. Those who have to be sponsored, those who are in the period of acquisition, those who wear the "L" of practice on their t-shirt, the future winners. Those who are already winning are supported by anyone, man.

 

Lance or stick

One, as the undersigned, who is used to practice a minority sport like rugby, wants to break here a small spear, almost toothpick, for those sports forgotten by sponsors. People who pay for their boots, their bags, their underpants, their trips, their T-shirts and their first-aid kits, and still have the strength to convince others to go ahead with the sport they love. I admire them all and thank them for their sometimes futile personal efforts.

Marketing managers, engage your target from the very beginning and you will not miss opportunities at specific moments in a resounding way. Less tiki-taka and more investment in the real sport, the one that is not remunerated, the one that is sweated and enjoyed as if you were winning a World Cup every weekend, even if it is only reaching the finish line in last position, but arriving at the finish line in last place.

See article in Anuncios Magazine

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