25 Oct 2013

Messi Vs Cristiano. Brands and sponsors 2013-2014

Posted in 1.MARKETING, COMMERCIALS, 2. SPONSORSHIP, Football Sponsoring By César Fraile On October 25, 2013

This year the combat between Cristiano Ronaldo and Leo Messi for winning FIFA Ballón d´Or, is more representative. Cristiano Ronaldo has become a good boy and a better team player so it´s leading the race…

But there is another race between the two cracks:

PERSONAL SPONSORS

… a never ending list of brands that endorse players as brand ambassadors or in advertising and spots to reach the biggest popularity.

Obviously Cristiano is the leader because of his fit, elegance, personality and his ability to carry brand values, better than Leo, who is shy and a really bad actor, what makes him less credible.

The principal fight is the one who involves Nike with CR7 and Adidas with Team Messi. Note that one is brand ambassador of the opposite brand of their teams – Nike with Barcelona and Adidas with Real Madrid.

Another big battle is about videogames Cristiano with PES = Pro Evolution Soccer 2013 and Messi as image of FIFA 2014– by the way a really original ad, with players as Bale, Chicharito Hernández – Manchester, El Shaarawy – AC Milan, Lewandowski – Borussia and Tim Cahill -New York Red Bulls.

Not many time ago we saw as Bimbo changed Leo for Cristiano in its new campaign in latam._

And a few days ago we discovered new commercial from Cristiano with BES Banco Espirito Santo portuguese.

Other brands who endorse Cristiano: Castrol, sponsor of FIFA World Cup that surely will be present in next year with a big campaign during Brasil 2014. Other locala greements as in Argentina, where CR7 works for Clear (shampoo) or Toyota with Ilux in Thailand.

Leo Messi is brand ambassador of Pepsi, and Gatorade, that has signed as sponsor of Liverpool, Arsenal and F.C. Barcelona, just before #elclásico.

Pathetic tv commercial of Messi during launch campaign of WeChat, in Spain.

On the other hand we could see a good ad with Leo Messi and Kobe Bryant for Turkish Airlines last year with more than 105 million views in youtube… (I suppose 20% because of Leo and 80% because of Kobe), something that for sure makes Qatar Airways feel angry, even though Leo is part of its spot with FC Barcelona too.

Fashion too is involved with the two players: Messi as image of Dolce & Gabanna, (The famous jackets and smokings of Leo during events like FIFA Golden Ball). Leo works as a model too for the newyorker brand StorkMan and their 2013 collection of shoes and complements.

Cristiano by his way has been image of Armani and Armani Jeans, and has just launched his own brand CR7 Underwear.

And also jewellery and watches is really closed to sport and big idols. Cristiano as image for Tag Heuer and Messi for Audemars Piguet.

There´s only one coincidence: both are image of Herbalife.

And a great land to conquer, The USA Market, as it´s said in this post in Forbes that will made the first be The Big Brand Ambassador.

The full list could be:

	CRISTIANO	MESSI
1	Nike	Adidas
2	PES Pro Evolution Soccer 2013	FIFA 14
3	Herbalife	Herbalife
4	Banco BES	Pepsi
5	Castrol	Turkish Airlines (+Kobe Bryant)
6	Armani Jeans	Samsung Galaxy Note 3 y Gear
7	CR7 Underwear	WeChat
8	Jacob & Co (watches)	Audemars Piguet (watches)
9	BIMBO (Mex)	Gatorade (Chile)
10	Clear (Arg)	H&S (Arg)
11	Toyota (Thai)	StorkMan (shoes)
12	Mobitto (app mobile Ptgal)	Ooredoo (mobile in Doha)

And how much money is this?????? about 21 MILLION €UROS / YEAR, (about 9 million is the contract from NIKE with Cristiano) add to about 20 – 23 million as their salary as football players. (Position 31 for Cristiano and 39 for Messi in Forbes 100 World most powerful celebrities)

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The other area we used to consider in this blog is Social Media, another interesting battle, won by Cristiano, one of the TOP in Facebook and Twitter – although CR7 profile in twitter it´s managed by NIKE (processed by agency Social Noise); Messi hasn´t an official twitter profile yet.