Atlético de Madrid

Internationalisation of the mark

Origen World Wide, from its area of Sports Marketing, has worked in the internationalization of the brand of Club Atlético de Madrid At ravés of the positioning in different markets of LATAM. To this end, the image of the figures of the club has been used to attract new audiences and sponsors in the different markets.

Objective

Internationalization of the Atlético brand of Madrid, with focus on LATAM.

The Idea

2012 Colombia Tour:

Taking advantage of the presence of Colombian player Radamel Falcao, a preseason tour was organized in Colombia, holding several friendly matches in different cities.

The parties were broadcast locally and various activations were carried out with brands (meeting & green, party sponsorship, meeting with employees, autograph signatures, etc.) as well as institutional events (audiences with the Government of Colombia, interviews with media, etc.).

Academic Development in Mexico:

Implementation of the Academy of Formation of the Club Atletico de Madrid in Mexico, with the opening of the headquarters of the Academy in different states of the Mexican Republic.

Players Image Rights:

Event with KOKE and Burger King on the occasion of the release of a brand new product. The player, as if from a Burker King employee, gave the present samples of the new product.

The presentation was attended by a large generalist press and specialized in sport. In addition, a call was made for fans who could meet the player who signed autographs photographing himself with the attendees.

Fans of sport and football in particular, companies and institutions interested in linking with sport.

Realization of football fields:

Conduct of summer camps in Spain aimed at the international market, following the training methodology of the club’s Academy in Spain.

Participants, from countries such as Mexico, Brazil, Argentina, Venezuela or Colombia, have the opportunity to enjoy a unique experience, training in the Club facilities, staying in the player’s residence, with club coaches and knowing Vicente Calderón Stadium or its museum among others.

Alliance Lima Party in Spain:

In July 2012, a friendly match was held against the Lima Alliance Club of Peru at Vicente Calderón Stadium.

The match was broadcast live in Spain and Peru and served as a meeting point for the entire Peruvian community living in Spain. More than 20,000 Peruvians attended the most representative team in their country and the party had a notable impact in Peru.