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Joma brings out the big guns in sports sponsorship in Europe
by JOMA SPORT
- The company -
Joma brings out the big guns in sports sponsorship in Europe
The Spanish brand is proving its strong position in European football by being the fourth brand with the largest number of teams in the UEFA 2020/2021 competitions.
Joma is going strong in Europe, and not only in amateur sports, but also in professional sports, where being in the Top Four of sports sponsorship in football competitions is a demonstration of the brand’s strength. Given the strong investment in marketing, especially in sports sponsorship, common in sports’ sectors and particularly in football, the fact that Joma is the fourth brand with the largest number of teams in the Champions League and Europa League is recognition of the work and perseverance of the Spanish company.
Joma’s weapons even reached Villarreal CF’s championship title.
the Spanish company to last season’s final phase. Joma was one of only five brands represented. Joma’s second major weapon in Europe during the 20/21 season was the representation of the Ukrainian national team at the European Championship, not only because it was one of only six sports brands present, but also thanks to the historic success of the national team, which advanced to quarterfinals.
In the Europa League, Joma provided uniforms for four teams: TSG Hoffenheim, NK Rijeka, eventual champions Villarreal CF and newly signed CSKA Moscow, while in the Champions League it was once again represented by Atalanta, who took
Joma makes its mark in the Copa Libertadores 20/21
Sports sponsorships as an internationalization strategy
It is the main club football competition in South America and one with the most amounts of sponsored brands.
Joma has been present in the Copa Libertadores for years, which is evidence of Joma’s position in the market, as it is one of the competitions where most brands appear due to the strong presence of regional brands. According to a study published by the sports consultancy Planeta Fobal, which every year analyzes the situation of technical sponsorship in the Copa Libertadores, last season, the Joma brand was in third place among sponsoring companies, in a competition where local brands have a lot of weight compared to international ones. In the case of Joma, it is the technical sponsor of Tigre and Bolivar.
Sponsorship of professional teams has been key to opening new markets for Joma. In its expansion strategy, it is a pillar that never fails.
Joma began its internationalization process in the early 1990s. When Emilio Butragueño, the legendary Real Madrid player who wore Joma shoes throughout his sporting career, initiated his sports career at Atlético Celaya in Mexico, where he called Fructuoso López, founder of Joma Sport. “He told me: ‘Fructuoso, you have to come to Mexico. Here Joma can succeed. And so I did.” That was the first step in the expansion process for the company. Now Joma is present in more than 120 national markets.
Sponsoring football teams is the starting point for Joma’s internationalization strategy. The experience of more than fifty years in the market has shown Joma that it is a perfect key to open markets because it brings visibility and credibility. “Having professionals use your product gives confidence in its quality to the amateur consumer and especially to the purchasing managers of smaller clubs. It’s also the fastest way to get your brand seen, because football is one of the most watched sports in every country.” This strategy involves a prior investment effort in each country, in addition to the usual risks involved in these operations, but since its beginnings, Joma has seen it as an investment and on most occasions it has been the key to its success.
- The company -
Joma’s overwhelming presence at the Tokyo 2020 Olympic Games
The brand’s visibility will be even greater than in Rio de Janeiro 2016 where 10% of the Olympic village wore Joma.
The Olympic Games are the biggest sports competition in the world, which is why all brands in the sector are fighting to have the greatest possible presence. And among the best positioned there is Joma, which will provide apparel to National Committees and federations of different sports. In the Committees section, Joma will provide apparel to twelve countries: Spain, Portugal, Jordan, Mauritius, Kuwait, Armenia, Moldova, Kazakhstan, Honduras, Malta, Morocco and Guatemala. On the other hand, there will be several Federations of different sports that will use Joma garments for their competition, such as Honduras and Romania in soccer; Russia and Spain in handball and Spain in table tennis. In addition, the brand will have a special presence in track and field competitions thanks to the sponsorship of five federations: Spain, Belarus, Romania, Slovenia and Serbia.
In the individual disciplines, some of our tennis players have already qualified for the Games, such as Pablo Carreño, Sara Sorribes, Madga Linette, Albert Ramos and Mireia Belmonte.
Mr. José Manuel Franco, Secretary of State for Sports and President of the Superior Sports Council visited the facilities that the Spanish company JOMA SPORT has in Portillo de Toledo.
D. Fructuoso López, president and founder of the company, hosted the visit, where the secretary of state was able to learn about the company’s situation, its challenges and difficulties it faces in and out of Spain. José Manuel María Franco was pleasantly surprised by the company’s activity in Portillo de Toledo.
Joma expands its network of international Brand Stores
In recent months, new stores have opened in several countries such as Spain, Kyrgyzstan, Nepal, Libya, Bahrain and Romania.
The Brand Store strategy to complete Joma’s international retail presence continues. In the last few weeks there has been a succession of openings in Spain, Asia and the Middle East.
In Spain, the brand has opened five of its own stores in retail spaces in Sagunto (Valencia), Cuenca, Ciudad Real, Guadalajara and Zaragoza, displaying all of Joma’s collections. Locations with high consumer traffic have been chosen, such as the La Torre Outlet Mall in Zaragoza, the Puerta del AVE Shopping Park in Ciudad Real and VidaNova Park in Sagunto. Abroad, it is worth noting the variety of markets where new retail spaces have been installed, which represent a commitment to the Joma brand in each of these countries. The latest openings have taken place in the city of Bishkek, in Kyrgyzstan, a country where the brand already has other Brand Stores; in Libya; in the capital of Nepal, Kathmandu or in Bahrain.
