A new design of national identity must be combined with good memories. The Mexican National Team that is still looking for its place in the Qatar 2022 World Cup unveils an image of its shield. Changes in the colors or logos of the national team have been recorded since the World Cup in Uruguay in 1930. It has been learned and unlearned that the tricolor (green, white and red) is the basis of the visual identity with an increasingly more ingredient necessary: the fight to attract new generations of Mexican Americans in the United States who have witnessed the growth of the Stars and Stripes in the Concacaf region.
The unveiling of the image was visual, sound and with videos that named concepts of Mexican culture. The Azteca stadium turned off the lights for the show of drones, lights and dancers. The motto was attached to passion, pride and dreams.
Should rebranding tie with on-court results?
“That is what has happened when it is intended to relaunch the graphic identity of the National Team. We are currently in that trance, a Selection that does not excite, does not get results and that has repercussions. When we get close to the Qatar World Cup, the effervescence will be like every World Cup. It is like a clean slate, a change of skin and age. Everything will depend after what is delivered on the field, ”Alberto Lati, a Mexican sports journalist and writer, explains to this newspaper.
In the shield of the Mexican Soccer Federation the eagle has changed its position, in the new design its wings are spread, but in 2010, Justino Compeán then president of Femexfut explained that the eagle should not point with its beak down Well, “no Mexican should stoop, that’s why he should raise his beak.” In the World Cup in South Africa, the change was also with the jersey, when it was used in black as the first uniform. Mexico fell in the round of 16 to Argentina.
For the 2014 World Cup in Brazil, which will be remembered by the #noerapenal, green was returned as the main jersey, and the second color was a red with a zigzag that was compared to the shirt of the cartoon Charly Brown.
In Russia 2018, the colors of the uniforms returned to green and white. But, for the process heading to Qatar 2022, a black with a Mexican rose was chosen.
“It was necessary to rebrand that thinking about the logo, but about the uniform, I can’t imagine Brazil with gray or Holland forgetting orange or Italy azure blue. Green is the color of a national identity and the eagle is the cosmogony of the founding of the nation ”, emphasizes Lati.
And what about Mexican Americans? How not to lose the generations of fans who see the development of men’s American soccer?
Femexfut and Soccer United Marketing (SUM) have applied campaigns such as “Somos Locales” to serve the more than 60 million fans of the Mexican National Team in the United States, of which an average of 60,000 fans have accompanied the team in the last decade per game on the MexTour tour.
However, in the last year the sporting results against the US have dragged three defeats for the Tricolor, two of them final, the League of Nations and the Gold Cup.
“Attract Mexican Americans who are economically relevant. If you create an attractive product and play it well, you compromise the hearts of millions of descendants of Mexicans who will have the purchasing power for the business model. As there is another generation of migrants, the struggle between national teams is to see who gets them ”.
Reference-www.eleconomista.com.mx