Blog de César Fraile. Consultor de Marketing Deportivo, Patrocinio, Acciones BTL y Social Media. Estrategia y Tácticas de Activación de Patrocinio.
Sports Marketer - Sponsorship, Consulting, Strategy and Tactics.
activación de patrocinio de las marcas patrocinadores de la Seleccion
“SEfutbol” that´s new global communication platform of Spanish National Team. I think it´s a nice name “SEfutbol” because contains initials of Selección Española de futbol and moreover have a original effect about emotion, SE, tú (you).
And as usual in all big competitions, associated brands, sponsors and partners used to make a big effort in advertising and support the Team. Now let´s take a look to different actions.
1.- PRINCIPAL PARTNERS
ADIDAS. It seems there were not so many activities, but they finally arrived. In the article Marketing Deportivo we have learn some details.
#elretodefinitivo (in order to win the only remain championship for this team) is a Facebook app in Adidas football Facebook profilewhere fans could read news about the team, and also send support messages to players. They have done a video to participate, but in my opinion it´s not as good as adidas used to be as leader in sports ads.
Movistar. Talking one more time about how proud about ourselves we are, the slogan is #NoSoloJugamosBienAlFutbol. (#notonlyknowtoplayfootball) VÍDEO.
In addition they have complete a global media strategy including
- A tv program in Energy channel, as a branded content related with the claim, “Porque no sólo jugamos bien al fútbol” who shows some interviews with the people in the comercial, those “anonimous heroes”.
- Golden spots. That´s how Publiespaña has named the last spot before the game starts.
Iberdrola. La energía del presente, la energía del futuro. (Claim: “the power for the present. The power for the future”) Official Press Note: “Discover in our new campaign there isn´t a more powerful energy than get a dream come true. IBERDROLA is oficial sponsor of Spanish National Football Team. Thes are Dani´s feelings, who dreams became the best, and show us that impossible is nothing.”
with 3.600 views in 3 days and now it´s about 56.000 views.
- Last year there were a Roadshow with the FIFA World Cup 2010 Trophy. VIDEO.
Cruzcampo. Till today i haven´t see anything but i suppose there will be tv campaign and something more. In social media there is a non original activation (Mahou, competitor beers company is doing something like this many time ago). The hashtag is #sededeleyenda that allows fans to win a full pack of 3D Tv, sofa, Beer for watching the game.
I liked much more and gave them better results other action during last game in april, in which they increase 15.000 followers on Twitter. Article in Marketing News.
BANESTO. We know that Santander is not going to continue with this sponsorship deal , so there isn´t any activation.
2.- OFFICIAL SPONSORS
Cepsa. They don´t have any specific activation. Cepsa has created a standard website and social platform for all their sponsorships @CEPSA_Sports to generate a bigger community: sponsor of Toro Rosso F1, Carlos Sainz Jr in GP3, Truck Team races, Dani Torres Freestyle motorbiker and Football National Team.
Pelayo Seguros. The common event for gave the players and coachs teir insurances. Article in AS.
They have reached a deal with Vicente del Bosque and gave 4 vacancies for the Campus de verano. (Childs from 6 to 14 years)
Nissan. Passive, none activation. They only use image rigts of RFEF in commercials.
Gillete. One of the last sponsors. Only branding in photocall. As the Team was in the USA, they did a oficial event to notice the sponsorship deal.
Their strategy is about media special actions, with branded contents during the games on Tv.
Cabreiroa. (mineral water) Branding with RFEF logo and some players in the bottles…
Pedro del hierro, offical wear (i think this Brand is better than this event shows…)
Iberia. Official Airline.
Continental, Bimbo (they have put a big canvas on their building…), Visit Spain and MARCA. Pasive deal, without any activation.