In good times and bad, marketing strategies revalue the Pumas. Even with the economic effects of the Covid-19 pandemic, with the University Olympic Stadium closed most of the season and despite the sporting results that kept the team in the last steps of the classification, this year four new brands joined the club: Volaris, Bridgestone, Lease Plan, Hyperice, for a total of 17 sponsors at the end of 2021.
Due to investment returns such as increased sales, brand awareness or engagement, depending on the brand’s niche, the sponsoring companies of Pumas decide to create long-term relationships. The team has been working with Telcel and Nike for about the same period for 10 years. The minimum to sign agreements with the club is one year but they currently have contracts for periods of three onwards.
Alejandro Carmona, director of marketing and marketing of the club, shared with this newspaper that the growth of Suzuki’s exposure was more than 200% in the launch of its new cars from the exposure on the Pumas platforms and that business like the Lease Plan, which is B2B, partnering with Pumas “gives it a little more credibility.”
The Japanese automaker Suzuki began its relationship with the club in 2018, the first year with a presence in a sleeve and the next in the upper back of the jersey. Its main objective is to increase awareness and liking of the brand, that is, that people know and like the Suzuki brand. For this, the metrics that the company takes into account are social media engagement, mentions, how many people participate in stadium activities and surveys with fans, these metrics have been positive for the company.
We are trying to make a 360 strategy where we include all our assets for our platforms, from social networks, e-commerce, the physical store, at the box office, the activations with our sponsors, the experience in the stadium. All this strategy helps to minimize the sports impact. The creation of content, linked to promotions that take you to e-commerce, physical or virtual experiences with our players and improve the experience in the stadium ”, explained Carmona.
Where sports results have a greater impact is in the sale of merchandising. In recent months the team had a flat percentage of sales due to an irregular tournament, however, the graph showed an increase of 30% after the victory of Pumas against Cruz Azul during the last day of the regular tournament.
According to the director of club marketing, in Mexico the teams that sell the most merchandising are America and Chivas, as it is also linked to the percentage of fans they have in the country. At the end of 2020, the institution estimated to have a fan base of 11 million in Mexico and three million in the United States. After Chivas and América, Pumas competes with Cruz Azul for the third and fourth place in the preference of the fans and in the sale of items and licenses.
“As part of the objectives we are working on, Pumas is a serious project that does not depend on sports results, because at the end of the day, what Pumas generates for you beyond 90 minutes on the pitch is the whole conversation in the week. through the different teams and through the activities we do, as in internationalization issues ”.
The women’s team is a priority of the management of Alejandro Carmona, Pumas has the firm objective of marketing its own competitions, platforms and events.
“The audience data is a testament to the growth and popularity that this branch is acquiring. Greater visibility makes it an attractive product for potential sponsors ”.
This year the social media accounts of the women’s team were opened, where they already have 61,200 followers. In addition, the commercial area is already in talks to have exclusive sponsors for the branch.
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Reference-www.eleconomista.com.mx