The pandemic has weighed down the accounts of different football clubs, as well as national federations. Not only that of these, but also those of the different sponsors that appear on their shirts.
The football business is mired in a deep income crisis due to the effect caused by the pandemic, which has forced the closure of stadiums, a fact that has reduced the turnover in the coffers of the teams. However, the Royal Spanish Football Federation (RFEF) has almost tripled sponsorship income in three years. Although in May 2018 the Federation received 31.7 million euros from sponsorships, now that amount has risen to 83.1 million euros, which is 162% more than a three-year period.
As this newspaper from federative sources has been able to verify, the RFEF has gone from having 18 sponsors in 2018 to having 33 this year. The change in the presidency of the RFEF in 2018, which was won by the current president, Luis Rubiales, to the former treasurer of the same, Juan Luis Larrea, led to a change in the structure not only of sponsorships, but also of competitions .
This situation generated an interest in the different sponsors to appear linked to the RFEF. Of the total of 33 sponsors, companies such as Adidas, Joma, Finetwork, Seat, Iberdrola or Pelayo are the main sponsors not only of the senior, women’s or futsal team, but they are also present in the competitions organized by the Federation such as the Copa del Rey, the Copa de la Reina, the Spanish Super Cup, the Technical Committee of Referees (CTA) and futsal.
However, 21 of these sponsors are present in the senior team, the women’s team and the futsal team, which is eight more than in 2018. The remaining 12 sponsors are present in competitions dependent on the Federation, such as the Copa del Rey. the Copa de la Reina, the Spanish Super Cup, the CTA and futsal. This is more than twice as many sponsors as there were until just three years ago.
One of the last companies to join as the main sponsoring partner of the RFEF was Finetwork. The teleco signed until 2023 to become the sponsor of the RFEF, the Spanish men’s and women’s football teams, the Spanish Under-21 football team, as well as the Copa del Rey, Copa de la Reina and women’s Super Cup competitions.
The CEO of the company, Manuel Hernández, explained at the signing of the agreement that “investing in national sports becomes a way to demonstrate our commitment to society, adding so that one of the great assets of all Spaniards continues to give us joy , illusion and values that today, possibly more than ever, we need “.
The RFEF, refuge value
The RFEF Marketing Director, Rubén Rivera, explains to elEconomista that “everything has humbly changed. We came from a stage where there had been sponsors who had ceased to belong to the sponsorship program because they were not satisfied and we were all clear that we were We had to roll up our sleeves.
The brands could not be given the same coffee for everyone, but we had to make tailored suits. We have been trying to adapt each sponsorship program a lot to what each one needed. Then we have had credibility in the market. When sponsors have been incorporated they have seen that the thing worked and that is a call effect for others “.
Asked if the sponsors see the RFEF as a refuge value, Rivera assures that “we have the defense of our own style of play and values. Those values transcend the game, permeate everything that the Federation does and that, regardless of sports results have a positive result for a brand. When you can transfer your values as a brand to the values of the competition or the National Team or the institution you sponsor, you always do well. ”
In addition, Rivera points out that in the last three years the type of sponsor has changed. And it is that “new categories of sponsorship have been opened because our obligation has also been to seek innovation and creativity. We have worked a lot in the shadows so that people realized that we were telling it was true.
48 million viewers at the Euro
Regarding the audiences, the first match played by the National Team in the last Euro 2020, which faced Sweden, had an audience of 48 million viewers in Europe. Of these, 8 million were from Spain, while the rest corresponded to countries such as Germany, Belgium, Bulgaria, Cyprus, Denmark, Slovenia, France, Greece, the Netherlands, Hungary, Italy, Ireland, Norway, Poland, Romania, Serbia, Sweden and the United Kingdom, according to data from the consulting firm Nielsen.
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