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COSTA CALIDA EDITION
Your English Newspaper
roundtownnews.com
Issue 50
11-17 OCT 2013
La Hoya’s football marketing coup FORGET ABOUT traditional marketing philosophies because when it comes to getting the best value for your buck, look no further than La Hoya Lorca Club de Fútbol, who this week made International news and it didn’t cost them a penny. by Keith Nicol
Is La Hoya Lorca’s kit the ugliest ever? You be the judge!
IT’S NOT often that broccoli and football mix, especially since this particular member of the cabbage family is well known as a major cause of flatulence but, by creating what many commentators have dubbed as the ‘worst football kit ever’, even worse than some of those from Columbia, Barcelona, Arsenal and Liverpool in days gone by, this week the 2B team, is suddenly on world TV news because of this humble vegetable. Not surprisingly, La Hoya held off until this week to announce their second strip for the 2013/14 season. After winning their group last season and then gaining promotion, the team has now made the football marketing coup of the season by producing one of the ugliest kits, which have overnight become a collection item, with the Japanese printer working overtime to produce replica kits. The reason for the choice of strip is that the town of Lorca belongs to the region of Murcia, characterized by its agricultural production, known as “the garden of Europe”. In addition, most of the sponsors of this team are linked to this type of economic activity. However, this shirt sits comfortably up there within the ugliest in the history of the ‘beautiful game.’ But, as a marketing effort, and to put the town, the team and their sponsors on the map, they couldn’t have done it any better. Whether other teams will follow down this line of promotion remains to be seen. Most cities and towns prefer to promote their more attractive offerings but in this age of sophisticated digital printing techniques, anything is possible.