Benjamín Tovar
managing director btovar@sportsnomics.com.mx
Ulises HerverT
general editor ulises.hervert@sportsnomics.com.mx
esTHer sanTillán marTíneZ
co-editor esther.santillan@sportsnomics.com.mx
adriana Ponce
art and deSign arte@sportsnomics.com.mx
Ulises HerverT
commercial director ulises.hervert@sportsnomics.com.mx
W
ith the publication of Sportsnomics number 2, we start the much awaited year 2012 that with out a doubt will be marked by two of the most important sporting events in the world: the Euro Cup and the Olympic games, issues that we will discuss with more detalle once both events are near. In this edition of Sportsnomics, you will find the story of the successful management by Alexander Irarragorri, president of the football Club Santos Laguna, owned by the Multinational Group Modelo, where it is important to mention the construction of their vanguard Stadium TSM. Also, we took on the task of investigating the reason for the growth of baseball fans in Mexico and specifically the followers of the Mexican Pacific League, the results were revealing: they have focused their marketing strategy on the Fans and have expanded through Television. We also present a comparison of the most featured Football leagues in the world. Their positioning at a global level has gone beyond selling television rights to some games, but the delivery of a product that guarantees quality and performance. Through these pages we present the figures of the Super Bowl XLVI making clear why it is the quintessential sports property in the United States. Finally, we offer the opinion of new experts columnists, who inspire us to create new business initiatives in the Sports Industry. ULISES HERVERT editor general
alejandro salinas
commercial manager for international relationS alex.salinas@sportsnomics.com.mx
josé soTo
commercial executive jose@sportsnomics.com.mx
reyna macías manZanedo commercial executive reyna@sportsnomics.com.mx
conTacT
contacto@sportsnomics.com.mx buzon@sportsnomics.com.mx suscripciones@sportsnomics.com.mx publicidad@sportsnomics.com.mx SPORTSNOMICS IS a PublICaTION Of MaRka SPORTS aNd ENTERTaINMENT GROuP Sa Of CV. av. lázaro Cárdenas 1007 pte. 2o. Piso, Col. Valle de San agustin, San Pedro Garza García, Nuevo león Tel. (52) 81 8220 9149 Sportsnomics No. 02 is a publication of Marka Sports and Entertainment Group inc. of C.V. bimonthly Magazine. Editor Responsible. ulises Hernandez Hervert. Reservation certificate number issued by the National Institute of copyright. Pending. Number of Certificate of legality of title (In progress). Number of certificate of legality of content (in Progress). Publishing house, av. lazaro Cardenas 1007Pt. Second floor, San Pedro Garza Garcia, Nuevo leon. Printing House. Photomechanical Reproductions Inc of C.V. address. democracias 116, San Miguel amantla Morelos y Providencia azcapotzalco, distrito federal 02700. all Rights Reserved. Partial of complete reproduction is prohibited, including any Magnetic Media. Magazine edited and printed in Mexico. The opinions Expressed in articles are those of the authors and do not necessarily represent the viewpoint of the editors.
sportsnomics 001
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CONTENT
01
EDITORIAL
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FOCUS
Alejandro Irarragorri MArks HIs TerrITory
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MEXICAN FOOTBALL
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THE SECRET OF THE LMP
AROUND THE WORLD
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SELL TRIUMPHS AND YOU WILL LOSE cLIENTS
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2012: WITHOUT
A HITcH
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GREAT IDEAS SUPER BOWL XLVI
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cENTRAL AMERIcA THE NEW QUARRY
Historic figures
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Looks for reengineering
GUARDIOLA AND MOURINHO THE YING YANG OF FOOTBALL
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Marketing Centered on the Fans
GADGETS
Investment opportunities
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SPORTEL
Lands in Copacabana
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AROUND THE WORLD TXT/ SportSnomicS EDitoriAL
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ForD rEnEWS SponSorShip WiTh UCL Stephen odell, president and General Director for Ford in Europe, noted: “This agreement shows the great union of our sponsorship. For a global company such as us, the stage that UEFA Champions league offers is ideal to connect with millions of consumers who share our values. This is about the best of the best and that is why ford wants to form part of it.” Ford is the Third of the six official sponsors to have come to an agreement with UEFA for the period 2012-15 of the UEFA Champions League.
The Automobilist Company has renewed its contractual relationship with UEFA Champions League to continue as sponsors of this event during the period of 2012-2015. Ford is the official sponsor and vehicle since the 1992 edition. With the renewing of the contract with UEFA, Ford celebrates 20 years as commercial partner of the event. This will be further reported in the official communications release “Ford, a sponsor since 20 years ago”. Commenting on the renewal David Taylor, executive director of UEFA Events SA, said: “We are very pleased that Ford has extended its agreement with UEFA and UEFA Champions League for the next three years. They have trusted on being with us since the start of the competition in 1992. This renewal strengthens our alliance and even more the relationship we have. “ “ The UEFA Champions League keeps on growing and we are sure that Ford will take advantage of the opportunities to relate and interact with its fans around the globe.”
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MASECA IS ADDED TO THE TRICOLOR
2011 was a year of successes for Mexican Soccer Teams, vintage in Gold Cup, Under 17 World Championship, bronze medal in the Under 20 and the gold medals in men’s soccer and women’s silver at the Pan American Games Guadalajara 2011.
The wave of these great results conquered, moved MASECA, undisputed leader in the production of corn flour and tortilla, in becoming the new sponsor of the Tricolor. The announcement included the presence of Justino Compeán, president of the Mexican Soccer Federation, Mr. Roberto González Alcalá, CEO of GRUMA Mexico and Latin America; Sylvia Hernández, Corporate Director of Global Marketing GRUMA, Alejandro Barrientos, Corporate Director of Finance and Planning, Fernando Solís Cámara, Corporate Director of Communication and Image, as well as Héctor González Iñarritu, General Director of National Teams and José Manuel de la Torre, Technical Director of the National Team. Compeán was in charge of welcoming MASECA and Said: “Thanks to the incomes from our sponsors, we are able to have the best technical Staff for all our national Teams in a stable manner, permanent and committed, as well as have the resources so that all our teams male, female, minors, can take many tours in every country and tournaments. Without the sponsors none of this would be possible”.
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“So today we are pleased to welcome a 100% Mexican company, leader in the market, not only in Mexico but worldwide, that has put the name of Mexico very high. A company committed to this country and with food, we’re talking about GRUMA.” For his part, Mr. Roberto Gonzalez Alcala, CEO of GRUMA Mexico and Latin America addressed the inclusion of MASECA with the Tricolor: “I believe of the companies that sponsor the Mexican national Soccer team, there is none that can be better identified than MASECA. First of all, football is the favorite sport of Mexicans, and the tortilla is the favorite food of every Mexican. “ So in this manner GRUMA is added to the sponsors of the national team, with the firm intention to renew the contract in 2014, trusting it to be a profitable business for both parties.
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LIvERpooL SEALS hISToRIC AGREEMENT WITh WARRIoR SpoRTS
Warrior Sports Inc. Reached an historic agreement with Liverpool FC to be the official clothing supplier for the next 6 years replacing Germany’s Adidas. It has been reported that the contract has an annual value of 25 million Euros, the largest number in English football history, to be presented so far.
partnership with one of the most successful clubs of all time is just the beginning.” Ian Ayre, Liverpool’s general director, added: “This is a historic agreement for the Liverpool Football Club and we will once again demonstrate the value of the club’s brand at a global level. Sharing the same approach to leadership is a very important part of this partnership in the future.
The new contract will come into effect on June 1, 2012. Adidas had the first option to renew the contract if the offer equaled 25 million Euros per year.
The agreement doubles the value of the contract that Liverpool currently has with Adidas and also exceeded the agreement between Nike and Manchester United, which is 23.300 million. Warrior Sports a subsidiary of New Balance, headquartered in Boston, United States they are traditionally associated with ice hockey, but the company has tried to branch out into other sports in recent years and this will be its first appearance in soccer. Richard Wright, president of Warrior Sports, said: “We are proud of this agreement. We are here to shake the world of soccer and our
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Finally they dismissed this possibility because, in the words of herbert hainer, CEo of the firm, “the gap between actions on the field (Liverpool) and what they wanted to charge was not in equilibrium.” thus, Adidas withdrew from the bidding, betting strongly for the olympic games in London, and opened the way to the deal with Warrior.
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4 MIllIonAIre WInnInGS For FIFA In The 2014 World Cup on the other hand, Valcke warned Brazil not to waste any more time and accelerate the means to receive the 2014 World Cup, beginning with the adoption of the law that set the legal framework for the appointment. “The World Cup was awarded to Brazil in 2014, based on an agreement signed by president luiz Ignacio lula da Silva that covers all the guarantees. We have negotiated since 2007, we are in 2012 and it is time to end this issue. The world cup is tomorrow, and we are still discussing something that was agreed and signed five years ago, “he said.
Jerome Valcke, FIFA Secretary General expects the 2014 World Cup will generate earnings of $ 1.200 million for the body, almost double the figure achieved in the World Cup in South Africa in 2010. “The 2014 World Cup must have income of 3.500 million dollars, while operating expenses should reach the 2,300 million dollars. The utility for FIFA would be 1.200 million dollars. “Said Valcke. FIFA made a profit of 631 million dollars during the four years previous the World Cup in South Africa.
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The law package in discussion contemplates the authorization of selling Budweiser beer, one of FIFA sponsor, during the sporting event, but this bypassed the prohibition dating back to 2003, when the sale of alcohol in the stadiums in Brazil was restricted to reduce levels of violence during games. other differences that FIFA and the Brazilian authorities have not been able to overcome are on security and discounted tickets for students and seniors, as it is marked in current local legislation.
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ESPN 3 iS LAuNChED iN MExiCo
ESPN unveiled its new multiplatform channel ESPN3 and properties to be released in 2012. Gerardo Casanova, VP and General Director of Disney & ESPN Media Networks for Northern Latin America, noted that ESPN3 began its broadcasting including young and dynamic content, available through Television, PCs, tablets and mobile phones. The new signal has three programming blocks: ESPN 3.0, aimed at action sports; ESPN series, with documentaries and programs from the chain, and ESPN Live, with live sports broadcasts. With regard to the 2012 programming, the channel will once again have the English Premier League, the Argentinean Soccer League
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(AFA), Brazil World Tour, italian League (A Series), the four Tennis Grand Slams, French Football Cup (FFF), German Cup (DFB), CoNCACAF Champions League and the American Leagues as NFL, MLB and NBA. it will also continue with the transmission of the Mexican First Division Soccer. Among the new features, the return of the uEFA Champions League is highlighted, an event that will be share with Fox Sports and the special coverage of the olympic Games in London.
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AdidAS ExpAndS SynErGy wiTh UEFA The governing body of football in Europe signed a new agreement for six seasons with the German sports brand Adidas for UEFA Champions League, UEFA Europe League and UEFA Super Cup, which will extend until the end of the 2017/18 season. The agreement will further strengthen the successful partnership of Adidas, official supplier to these competitions. The balls will be used from the playoff matches of the UEFA Champions League onwards, every season a new ball will be design and there will be a ball specifically for each of the elimination rounds of the UEFA Champions League until the final.
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The design of the official ball for the UEFA Europe League is based on the official tournament logo, and the ball will be used from the group stage to the final. Adidas will promote both tournaments through a series of initiatives, which include: • Offering a wide range of products around the world with the insignia of the UEFA Champions League and UEFA Europe League • There will be spaces reserved exclusively for the UEFA Champions League at all Adidas stores • The referees of the UEFA Champions League will carry a special kit incorporating the unique design of UEFA
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nikE SiGnS ALLiAnCE wiTh MOnArCAS MOrELiA
The U.S. sports brand nike reached an agreement as an official clothing supplier for the next 5 years for the Morelia team, joining the Mexican teams: America, Monterrey, pachuca and xolos of Tijuana. This business alliance as an official supplier, will provide Monarcas the opportunity to shine the prestigious nike clothing line, multinational company headquartered in Oregon, U.S who has become a world leader in design, development, marketing and distribution of footwear, clothing, accessories and sports equipment for a wide sports variety and fitness activities.
highlighted,. This fabric has the characteristic of having small pores that allow the ventilation of the body so that exercise in more comfortable. The micropores allow sweat to be absorb and expelled to prevent that perspiration be impregnated on the garment, which prejudices the athlete’s performance. The board of Michoacan Club attended the fans requests that requested a growth in the design, quality and recognition for the team. it was possible to clean the front of the shirt, generating greater value to brands and from now on only two sponsors will be included on the front, giving more exposure for trading partners. The uniform includes other endorsements, placed on both sleeves of the jersey, as well as the spaces that are regularly traded on the back, shorts and socks of the uniform. nike and monarchs, a partnership that enhances all the levels of the Club projects both in terms of advertising and promotion, as in sporting.
The shirt that Monarcas will use, is designed with the latest generation in sports fabrics to maximize the athlete’s performance, in which the nike patented dry Fit system is
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ApASCO pUMAS nEw COMMErCiAL pArTnEr holcim Apasco sealed an agreement with the pumas of UnAM to become an official sponsor until the end of the Apertura 2014 tournament. with This, Apasco joins the other cement companies that also act as sponsors of soccer teams, as well as Cooperative Cruz Azul, Cementos Moctezuma and Cemex. “This sponsorship is part of a strategy with a dual purpose: to strengthen the presence and value of our brand to be closer to our consumers and to support one of the representative teams in Mexican sports.” “ The pumas are a young and successful team, which shares the same values of our company such as honesty, professionalism, teamwork, strength, performance and passion in everything they do. The UnAM, is an example of benchmark in the academic and sporting field in Mexico. we are very proud of our incorporation to one of the most important and recognized institutions in the country. “Said Gustavo Gastélum, director of External relations and Communication for holcim Apasco. pUMAS, with 7 championships throughout its history, will carry the holcim Apasco logo on the left side of their game short. in addition, the company brand will also be seen in ads on the side of field of University City Stadium and commercial activations in the access routs.
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According to various analyzes that the company considered in making this decision, pumas is one of four teams with the most followers in Mexico and is the second squadron of choice for many fans. At present, over 1 million 100 thousand people attend the stadium of university city to watch the pumas games. in 2011, 10 of the 40 televised games with best ratings were featuring the team.
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BrAziL 2014 GrAnd pLAn The Mexican Football Federation announced a joint effort with Mundomex, Aeromexico and Banamex, companies that will offer soccer fans secure options to assist the Soccer world Cup in Brazil June 2014.
The airline sponsor to the Tricolor, Aeroméxico also have participation and its director general, dr. Andrés Conesa said:
3 million tickets will be offered said Jaime Byron from Match hospitality. “we will handle about 3 million tickets; there are 12 great venues. Mundomex package will be based on floating hotels that tour Brazil and will be a new experience for fans.“
“i am delighted to present this Grand plan Brazil alongside such important partners as mundomex, Banamex and the Mexican Soccer Federation. Aeromexico supports culture and sport, and therefore we want to be part of this event, we will have a cultural exchange with Brazil and the world Cup will unite these two great nations. we will make 90 flights and we are refining all the details. we are confident that the national team, with the help of Jose Manuel de la Torre, will make it to the seventh game. rest assured that we will get you there very well. “
The support of Mexicans on Brazilian soil, is very important for the morale of the players said Justino Compeán, president of the Mexican Soccer Federation. “The world Cup is a family product, we want to take them and i hope many will join us in Brazil 2014. For all of us it is very important to have the support of the fans when playing in different venues. Because of the facilities offered by Aeromexico and Banamex we will have new modalities that will allow many Mexican to accompany our national team. we are committed to be in Brazil 2014 and the road begins in June. “ Banamex will also offer their support and Ernesto Torres Cantú,, General director of Banamex, was asked to talk about it:
This project has the backing of Match hospitality, a company endorsed by FiFA to ensure the seriousness of the strategic alliance in pursuit of the Fan.
“The launch of Grand plan Brazil had the support of Aeromexico, the Mexican Football Federation, Mundomex Group and members of FiFA. we want our customers to live the party that Brazil 2014 will be. This is the beginning of a great project and we will see each other at the festival of football. “
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The owners of nFL teams approved a loan of 200 million dollars to help the 49ers build a new stadium in southern Santa Clara. The 49ers are the first franchise to receive support from the fund that was created in the new collective agreement reached with nFL players last year. The team and the authorities of Santa Clara received a loan of 850 million dollars to build the stadium, which cost will exceed 1.000 million and is expected to open its doors in the 2015 season.
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The new building will have a capacity of 68,500 fans and will be designed to accommodate multiple events like the Super Bowl. The 49ers also have to deal with solving their lease with Candlestick park stadium in San Francisco.
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TAnGO 12, iS rEAdy TO rOLL
The official ball for the UEFA Euro 2012 that will be held in poland and Ukraine this summer has a familiar design that evokes memories of previous tournaments.
The Spanish coach, Vicente del Bosque said: “There are many things that help develop the quality of players, and one of them is the ball.”
Based on an icon design, the Adidas Tango 12, awaken memories of previous tournaments: Tango river plate (1980), world Tango (1984) and Tango Europe (1988), which were used in previous UEFA European Championships.
The president of the royal Spanish Football Federation (rFEF), Angel María Villar Llona, added: “it’s a great ball. it has a special name, Tango. it is a dance of partners and has a big connection with football. “
The Adidas Tango 12 (eleventh official ball of the Euro) is a modern edition of the classic design, including lines inspired by the color of the flags of both countries. developed over two years, the ball has been tested by elite players in eight countries.
All federations present in the competition received 30 Tango 12 Adidas balls to begin using it. The ball will officially debut when poland officially debut in the tournament on Friday June 8, 2012 in warsaw.
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TEd hwArd, COnCACAF’S nEw GEnErAL SECrETAry
The Canadian Ted howard was appointed General Secretary of the Confederation Of north, Central America and Caribbean Association Football (COnCACAF), after the resignation of Chuck Blazer. Ted howard, had been working as COnCACAF’s deputy General Secretary. howard is 66 years and was the Executive director of the north American Soccer League founded in 1971 and lasted until 1984 years later giving rise to the Major League Soccer, making him one of the predecessors in United States Soccer. he was Marketing Manager for the nBA and currently is a member of FiFA’s referees Committee, in addition to participating in the Stadium and Security Committee. howard has already made his first adjustments within COnCACAF announcing the new format in which the Champions League will be played in its 2012-2013 edition. To begin with, the preliminary round will be removed and the 24 teams shall enter the group stage directly. Under the new format, the Group Stage will consist of eight groups of three teams. Teams will be divided into three categories for the draw: Category 1: Mexico 1 & 2, USA 1 & 2, Costa rica 1, Guatemala 1, honduras 1, panama 1 Category 2: Mexico 3 & 4, USA 3 & 4, Canada 1, Costa rica 2, El Salvador 1, honduras 2 Category 3: Belize 1 (pending approval of the stadium), El Salvador 2, Guatemala 2, nicaragua 1, panama 2, Caribbean Football Union 1, 2 & 3
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The teams from the same country cannot be drawn to the same group unless the club is a wildcard that replaces one of a country teams that stadium was not approved. Additionally, there will be a team from Mexico or the United States in each of the eight groups. This new group stage, contains a total of 48 matches which will be played from July 31 to October 25. Only the eight group winners will advance to the championship round, phase that will not experience changes as the quarterfinals, semifinals and final will be a two-game series. Under the current format, the winners of the group and second place progressed to the next phase.
Sell TriumphS
TXT/ Javier SalinaS
and you will lose clients
I
ts June 14, 2003, on a summer night in Morelia, Morelos Stadium was witness of how the local team fell beaten by the Monterrey rayados in the Grand Final of Mexican Soccer. as Director of Marketing for the local team, i lost a title, but won the most important experience in my career in the sport industry: in Sports Marketing one does not sell wins. We lost 3 to 1 on aggregate, but from that moment the sales strategy and relationship with the fans change radically. The key factor was to establish the same emotional connection that we had started to build both with fans and sponsors, but the differentiating factor for the marketing process was searching for identity catapulting passion to improve the return investment. in court sports, you lose more than you win, this is why you cannot establish a marketing strategy plan and sales based on the success of games or matches, if this is given it is no more than an extra tool for branding, which, one must know how to properly manage, it is better shield the Dna of the institution without championships but with better satisfaction for experience and emotion that occur all times. Glory may take decades or as in most cases, may never come. Today, in business terms the major responsibilities of stakeholders in the sport are three: return investment,
Horizontal and digital satisfaction with the Customer (Fans) and return from experience, which is a concept that will dominate and is the equation of stated objectives, including customer satisfaction to the sports branding. Success is an incentive, but can not rest on the return investment of sponsor and increase the love of the customer for their love to the sport: the integral model should be built based on the tangible, which is the fulfillment of the contract or obligations for the purchase of a ticket and the intangible, those which are based on the continuous research of the user to the event or brand, gives us the settings to where to move or take actions. So that day in 2003, i learned that i should not grieve beside the locker room with the rest of the team, the work in sports marketing is exactly to pick up those sadness and turn them into illusions. victories do not sell; sell experience and emotions.
Twitter: @jsalinas www.mktdeportivo.com
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G R E AT I D E A S TXT/ Redacción SpoRtSnomicS PHOTOS/ GettY imaGeS
SupER Bowl XlVI The DramaTic win for The new York GianTs aT The XVLi super bowL markeD hisToric numbers in TeLeVision auDience in The uniTeD sTaTes for The ThirD Year in a row.
breaks records
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efore the match at Lucas oil Stadium in indianapolis, analysts had forecast a tight game on the scoreboard and so it was proved, this kept the audience captive throughout the game. on data released by the nielsen company, it was announced that the game became the most watched television program in the history of United States with an estimated 111.3 million viewers. these figures exceeded the hearing that took Green Bay’s victory over pittsburgh last year, which attracted 111 million viewers. nielsen reported that the dramatic end had 117.7 million viewers during the last half hour of play. the last two Super Bowls, with the 2010 game between new orleans and indianapolis and the end of the drama series ‘maSH in 1983, are the only programs that excess the 100 million viewers in television history of the american Union. madonna’s halftime show picked up an average of 114 million viewers, a figure higher than that presented by the game.
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SupER SunDAy numBERS • 245 million dollars generated by publicity spots in american Television. • 27 million dollars made this season by ely Manning. • 25 billion dollars is the valued worth of the Vince Lombardi trophy designed by tiffany and co. • 5 thousand dollars value of each ring given to the Winners. • 3.5 million dollars the worth of every 30 second commercial spot on american Television. • 114 million television viewers saw Madonna’s half time show. • The super bowl had 113.3 million viewers in the United states. • 12 thousand 233 messages per second through twitter in the last 3 minutes.
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TXT/ EsthEr santillĂĄn MartĂnEz PHOTOS/ Club santos laguna CourtEsY
Marking his
TerriTory AlejAndro IrArrAgorrI gutIerrez left the steel And AlumInum Industry AsIde to run wIth Absolute success the sportIng presIdency of club sAntos lAgunA, frAnchIse estImAted A worth of 75 mIllIon dollArs.
H
e worked in a very different field from that of sports, and did not imagine he would become part of the team that has marked a before and an after since the naming of the director in the warriors.
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irarragorri, has a bachelors in business administration, is a young man , with a vision distant to directing which has lead to many sporting and economic successes in the club .
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FOCUS his arrival to santos in 2007, came after his incursion into group Model sporting presidency, a position he received in 2006, after taking a spin on his life, he would no longer dedicate his career to the distribution of fertilizers and raw materials for the steel and aluminum industry. “in 2005 these businesses were sold; we had restructured our group and i had to start again from the beginning, thinking what i was going to spend the rest of my life doing, i was 34 years old and had an important decision to make.
For me the decision was based a bit more in the transcendence that the new activity had, i analyzed several alternative finding that sports is a powerful force to influencing society, to achieve things that are not achieved in other areas because at the end of the day its very true that it is a dream machine and you have a responsibility to be custodians of the dreams of thousands of people and fans that vibrate through sports. that was the big reason that irarragorri began his successful career in football, which was valued by group Model, his desire to restructure the sport in this important Mexican brewer, which also supports baseball with the Yaquis of obregon city and athletic events such as Mazatlan triathlon, which in 2011 lived its 11th edition, the Mazatlan Marathon that was run last December for 13th time, or the recently created marathon of Queretaro on its first edition in 2011.
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SOCIAL RESPONSIBILITY IS AN IMPORTANT FACTOR IN HIS GESTATION
social marketing has been the base of santos success. irarragorri and his group of collaborators have achieved that santos be one of the first teams in Mexican First division Football with most followers, which has been identified in great manner by social work and identification achieved thanks to the work of the present administration.
alejandro Explained � there is a very important part for all of us, without a doubt one of the pillars of our institution is based on the social activity that we generate, symbolized by our godfather, in this tournament in particular a godmother, Juanita a blind girl of 6 years of age, with limited resources has taken that responsibility to join us as a godmother of the team, and in every tournament we change cause and we focus our social effort to that cause, so for us the godfather or godmother, is the symbol that represents the cause that we look for, all of the social effort of the group, not only that of the first string team but that of all the players we have forming in different categories.
SANTOS MOdELO TERRITORY
great management by irarragorri gutiérrez allowed that in november 2009 the brand new santos Model territory, tsM as it is known premier. on november 14, 2007 this project was presented, the most ambitious of its kind, a space that not only cover a football stadium for 30,000 attendees, but a place that includes a chapel and a hotel, an investment of 100 million dollars, which opened an opportunity for growth in the laguna region. great part of the resources that shaped this magnum scenario, were provided by companies such as grupo Modelo, soria, Peñoles industry, lala, the government of Coahuila and the Municipality of torreón that visualized in this sporting area of international grasp a new business model. the complex occupies 36 acres that features a high performance center, santo training area, world-class locker rooms for local and visiting teams; a trophy room can also be appreciated.
“One Of the pillars Of Our institutiOn is based On the sOcial activity that we generate.”. irarragOrri
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FOCUS tsM is the product of teamwork, said alejandro irarragorri, showing once again that social aspects takes great importance in his life.
“i have the great blessing to have beside me a group of committed and passionate collaborators amongst them, some there youth and in others there experience has been committed to doing things in a different manner for us tsM was the conclusion of a wonderful project that became an extraordinary reality that has cemented in a lot, growth potential, the potential of the team in all its senses. having dreamers and passionate people in what they do has been a fundamental for us. the great romance between fans and the team in santos has allowed its stadium to register good attendance and
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on occasions that it look full, that its 30 thousand seats be seen with followers of the club.
santOs with its gOOd adMinistratiOn is becOMing One Of the MOst iMpOrtant teaMs in fOOtball ecOnOMicly
this is due in great mean to the sporting success that santos has had, turning in to one of the most important clubs in our football, it is one of the regular protagonists of the playoffs. sadly, the economic crisis and the lack of security have been the reason of which attendance at the Corona stadium have gone down, it has ceased to be an oasis in the desert of the life’s of the coahuilenses.
groups from different sectors have joined and have believed in this. “ the club santos knows no limits or borders; it goes beyond the Mexican territory in its vision, evidence of this the signing of the sports agreement with the club Celtic in scotland.
THE NUMBERS OF TSM 60 security camara 100 million dollars in property 700 fixed jobs generated 2000 jobs in the celebration of events 30,000 fixed seats 25,500 avrege fans per match “the Fans are a key asset for us, the laguna region is a region where people identify themselves through their team, people struggle every day against many adversities and truly their is a huge identification of people with their team this is fundamental to us. We have had great moments, today we are suffering the consequences of security issues, the economic crisis that has been seen in recent months we are near to 70% of attendance at the stadium for league games but we know that we have a fan base that will respond and will accompany the team throughout its adventure.” the good commercial management of santos has also been reflected on their jersey. Currently with the sponsorship of Corona, soriana, lala, banamex, Pepsi, gatorade, apasco, omnibus of Mexico, Movistar, aeromexico, Extra, Peñoles; as well as the sporting brand PuMa and tV azteca
on november 12, 2010, the board of santos led by alejandro irarragorri with Celtic chairman, Peter lawwell sealed the alliance that allows the exchange of strategies in each of the areas of the institutions. at its time, the young leader of the team said: “ the work starting now, the exchange of players will be constant always having a young santos in the ranks of Celtic and a Celtic youngster among the ranks of santos under 20, we will have coaches spending six weeks in scotland, and the same way happens with Celtic coaches here, we will work with our warriors heart foundation and the foundation of Celtic, working side by side.
santos is one of few Mexican teams that worry in looking for sponsors; they are the ones interested in making synergy on the teams jersey or the Corona stadium, also known as the temple of others sorrows expressed alejandro irarragorri with pride.
there will be specific six months programs for our Directors, our director of basic forces, José riestra, will pass this lap of time in scotland, working on the creation of our department of sports science and sports intelligence, two areas in which the European team leads, and has invested in their intellectual property. “
“We have the great blessing of many companies that share what we look to do, we’ve been used to achieve their objectives, both regional and national impact in some cases, and we have the blessing in this project as we are not alone with group Model, but other important
Without a doubt santos with the right corporate direction, that it has, has become one of the most economically important teams in football and in a great example to follow.
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COMMERCIAL OPORTUNITY
SPORTEL LANDS IN COPACAbANA
THE ECONOMIC AND FINANCIAL GROWTH BRASIL HAS HAD SINCE THE NEW GOVERNMENT TOOK POWER HAS ALLOWED BRASIL TO BEOME A FERTILE LAND FOR BUISSNES, INCLUDING SPORTING COMPANIES IN DIFFERENT AREAS, SITUATION THAT HELPED ITS DESIGNATION AS VENUE FOR THE FOOTBALL WORLD CUP IN 2014 AND THE OLyMPIC GAMES IN 2016.
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hat Same reason of success, made SPORTEL world leader in the business market in the sports media industry open its doors in Brazil, the land of sport, where football is breathed previous to the Soccer World Cup and also enjoy the greatest feats of athletes participating in the Olympic Games in 2016. Attendees who will travel to Brazil seek to be part of a series of international symposiums, conferences, special events and discussions panel to learn about the latest industry developments and future trends that since 23 years ago SPORTEL has presented. If the goal is to sell, buy or offer any other activity that has as principal function to offer a sporting content, these efforts must be channelized in Brazil.
SPORTELMONACO 2011 PARTICIPANTS PER ACTIvITY SECTOR
Broadcast / Television Network / Cable New Technology / Internet / Web TV / IPTV / Broadband Content / Mobile / Software Press & Media Sport Federation / League / Club Sports Marketing / Sponsorship / Communication
Sports Programming Distributor Consulting / Legal Event Organizer Producer Others
SPORTELMONACO 2011 PARTICIPANTS PER CONTINENT
Europe North America Asia & Middle East South & Central America
It is common that broadcasters come to an arrangement to transmit a sporting event, be made of the content rights, business that will no doubt mean growth of their brand, knowing that they will obtain a response from their public. Delegates will learn about the latest trends and innovations, conclude negotiations, forge new partnerships and generally pursue business goals. SPORTEL as an organization believes in the success of its participants, who will also enjoy world-class luxury and amenities offered by SOFITEL Rio de Janeiro, Copacabana.
OceanIa Africa
An idea taken to SPORTEL, after the event, will become a reality, thanks to the outpouring of experience handled at that meeting, as warranted is the crystallization of this initiative. From March 12 to 14, 2012, Copacabana will be the scenario in which large companies around the world as Al Jazeera Sport Channel, Arab States Broadcasting Union, the U.S. network ESPN Int; the European UEFA, FIFA, Eurosport, French Football League; and the American basketball leagues, NBA and American football, NFL, among others, exchange ideas and close business with the experience and success that SPORTEL Offers.
Thus SPORTEL has shown interest in attending Brazil and Latin America to build its future and secure the position they deserve in the global sports and media industry. In its 2011 edition, SPORTEL Asia, recorded 543 participants, 309 companies from 46 countries around the world. In Monaco October 2011, 2330 participants were added, this means an increase of 23% in attendance; companies increased to 970 present which means 31.85%, also the number of countries registered was that of 67, a 68.65% more, in comparison with those that met last March in Asia. After the meeting in Copacabana, Monaco will open its arms to those interested in continuing their sales increase from October 15 to 18 at the Grimaldi Forum. MORE INFORMATION: www.sportelRio.com
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G R E AT I D E A S
TXT/ UlisEs HErvErT
Looking for reengineering
In MExIcAn FooTbAll By the end of 2011 the head directors of the Mexican footBall federation expressed their worry to Better the coMpetition and econoMic level of the first division league, due to the fall of ratings of Matches By television, as well as the low assistance at stadiuMs.
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his has led FEMEXFUT to develop the creation of an independent league form the restoring body, which results more attractive in terms of competition, marketing and commercial.
ThE FAn IS ThE KInG In GERMAny
Here we present a brief review of the different business models that exist in Europe, were it would be worthwhile to import some of these ideas of excellence that impulse the Mexican football league in to transcendence.
They have the sporting spectacle on the field and it’s marketing in consideration to sponsors resolved. Their focuses are the fans, considered “the Kings” of the business.
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The German Bundesleague has centered the marketing efforts on its fan base. Today this league it the one that has the best overall average of assistance to stadiums with 90% occupation every weekend.
The Bundesleague has the most accessible ticket prices taking as reference all of the European football leagues. For example at Westfalenstadion of Borussia Dortmund, the highest cost of a tribune ticket is close to 10 pounds, the clubs limit the number of tickets per season to assure that anyone has the opportunity of assisting to the matches, without mentioning that the visiting team is entitled to 10% of the available seating of the stadium for its own followers. The fans in Germany are considered ‘desirable’ and ‘necessary’ a philosophy with which the rest of Europe’s fan base can only dream of. The Bundesleague can be considered as the only rentable football league in Europe since financially and administratively it is healthy and its clubs always obtain winnings.
Christian seifert, chief executive of operations for the Bundesleague commented at some moment that the success of the Bundesleague radiates on the ‘ principal value of having the clubs and fans as pillars of the institution. it is because of this that ticket prices are kept at a low price, “because the clubs don’t ask for more money” explained seifert. “ it is not in the clubs culture to make prices more expensive. They are orientated to the fans benefits. The Bundesleague has incomes of 350 million Euros lower per season than the Premier league in respects with ticketing and match days. But one can not triplicate the prices from one day to another due to prevailing culture of the German Teams”. The Bundesleague has become a stable and sustainable Business model that depend on three
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revenues the winnings on match days (424 million Euros) sponsor payments ( 573 million Euros) and income by television and radio broadcasting (594 million Euros ); these are the principal reasons why professional football in Germany has annual winnings close to 1,700 million Euros a year.
PREMIER lEAGUE ThE MoST wATchED bRAnD In ThE woRlD
Currently the Premier league is the product most watched around the globe. its television signal arrives in close to 200 countries. The value of this league is in the guarantee of its spectacle and this is how it is sold as a joined brand. The Premier league operates a corporation formed by 20
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G R E AT I D E A S members the 20 teams in this category in which each club acts as a shareholder each one with a vote in important issues such as changing of rules and television contracts. The FA (Football Association) does not intervene in the day to day of the premier league but as special shareholder has the right to dismiss in the election of the Executive director. The English league sells its television rights in a collective manner, the incomes are divided in to 4 parts half is divided amongst the clubs in equal shares. The third part is destined in function of the qualification of the teams to the final of the competition and the fourth part is paid in function with the audience of the games. The bigger clubs receive more money, logically those that have more audience. The money that foreign broadcasters pay is divided equally among the 20 teams.
BarcLays is currentLy the sponsor of the competition and since 2004 to 2007 pays 65.8 miLLion pounds for its sponsorship. The income by concept of sponsors and television attract the best players in the world, who see in the Premier league the ideal competition in which to play. if in 1992 there were no more than 11 none British players in the league now there are more than 250. The best players and coaches in the world make the Premier league the best league in the world.
STocK FREEDoM In FRAncE
With the creation of the Premier league the broadcasting rights were assigned to sky Tv. Football from this moment forward would be paid. This project resulted very unpopular among spectators, however sky Tv marketing strategy in which they sold a new football, with better players that were incorporated in to the teams due to the money teams now had demonstrated that the means were successful and fan began to respond positively The initial negotiation was that of 191 million pounds for 5 years. From 2007 to 2011, sky and setanta sports pay 1.7 billion pounds. sky pays 1.134 million pounds and offers 92 games setanta 393 million and offers 46 Another example of the commercial capacity attraction of this competition was that in 1993, caring paid 12 million pounds for 4 years and the competition began to be named FC Carling Premiership. The result was so good that they renewed sponsorship for another 4 years paying 300% more. in 2001 Barclaycard became the new sponsor with 48 million pounds for 3 years. Barclays is currently the sponsor of the competition and since 2004 to 2007 pays 65.8 million pounds for its sponsorship.
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in 2006 the French government approved the law that allowed sports clubs go public. The entering into the stock market was conditioned on the construction of sports facilities such as stadiums, but also that permitted them to have a complementary commercial activity for the clubs results not only in the stadiums. Olympique of lyon was the first to go public by placing in the stock market 3,686,993, titles which allowed them to rise between 85 and one hundred million Euros. Then came the sale of Paris st. Germain, of the French first division, a group of private investors led by Colony Capital, Butler Capital Partners and Morgan stanley, in an amount exceeding 48 million dollars.
On the property of the football companies and their models for commercial exploit as the stock markets, UEFA has said that this does not always work. The European body prefers a club owned collectively by all partners. However, the current legislation on this aspect, only prevents multiple teams be controlled by the same person or a group and play the same competition. Currently in France, all sporting unit above a certain level of income or employing professional athletes whose income is superior to a certain amount must become a corporation.
AvERAGE Tv RAITInGS In 2011 MExIcAn lEAGUE amĂŠrica: 9.62 atLante: 4.20 atLas: 5.65 cruz azuL: 6.42 estudiantes: 4.83 guadaLajara: 7.16 jaguares: 5.29 monarcas: 5.44 monterrey: 4.30 pachuca: 5.40 pueBLa: 5.33 QuerĂŠtaro: 4.07 san Luis: 4.81 santos: 5.83 tigres: 4.12 tijuana: 6.11 toLuca: 6.12 unam: 6.68
After wining the Eurocup in 2000 the sporting development in France stopped and its football level started to go down Even though it produces one of the 5 most rentable leagues in Europe its position does not transcend with the same media noise as the English, italian, spanish or German.
its marketing strategies seem to be designed for the persuasion of local consumption or that the absence of major signings trading lower. its poor competition in continental tournaments of clubs and the national team take dynamic away form French football while its neighbors widen their market. The Premier league arrives in 600million homes in 195 countries, while the spanish italian and German can be found in any PPv service on the 5 continents..
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G R E AT I D E A S
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Marketing centered on the FanS,
THE LMP SEcRET TXT/ EsthEr santillán MartínEz PHOTOS/ CortEsía lMP
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hat baseball in the Mexican Pacific league registers an increment in the attendees to their stadiums in no coincidence.
this is due to the business model that since 3 years ago this league has followed, when its commissioner omar Canizales soto reached this position and with his experience implemented a new marketing for this sport. and even though the lMP season only lasts 4 months with every passing year we see how there are more and more baseball fans, or at least that the ones that visit the 8 team stadiums conform this internal circuit. it has been reported that 2 million people have been captured by the game also called “king of sports” and in the country, the potential audience reaches 20 million people through television and other media as detailed by soto Canizales in an interview with sportsnomics.
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Fortunately we have had in these 3 years increases in attendance and i think another very important element we have is that of our sponsors, we try to understand more deeply the needs of our sponsor, in other words we do not sell them publicity, we aim to offer our platform for them to achieve their branding goals and to promote their products. “ Going to the Ball park is not just to see the games, those who are not that fanatic can find different activities to do beside the sponsors, it is a healthy coexistence the may just, little by
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G R E AT I D E A S little allow that the sport capture you and make you live a Brand experience” reflected Canizales. “ We think Entertainment tastes are very diverse, many are passionate about baseball, they wish to know the details of the game and strategy, to them we offer a great sporting show, some people are not as knowledgeable about the game they are looking for a fun entertainment, to them recreation in the ballpark, and families we offered the opportunity to find foods, experiences, among children and young people, that’s the business model, trying to satisfy that need for entertainment”.
in this manner the Mexicali aguilas, the algodoneros of Guasave, the Cañeros of Mochis, the Mayos of navojoa, the naranjeros of hermosillo, the tomateros of Culiacán, the Venados of Mazatlán and the of Yaquis Ciudad obregón, have captured fans in all of Mexico. this management has been successful but can be better Commissioner omar Canizales has thought of it in the following manner:
NETWoRk TV, of A SINGLE SPoRT
Canizales is clear when affirming that in Mexico baseball is not given the coverage necessary to promote it on open tV and calls for “ sports democracy” to compete on equal terms.
TV kEy fAcToR GRoWTH
Good numbers have been recorded not only at the entrances to the ballparks weather its to watch the games or simply just for healthy living. Pay television broadcasters who are interested in broadcasting the games during the season that lMP develops have also seen benefits and even though it becomes regional since it is only played in three states of the Mexican republic, Baja California, sonora and sinaloa the rest of the states also have the opportunity of following the league, thanks to regional paid television who offer this service in side of there sport channels.
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“ as business model i don’t think so, what i mean as an offering to us we do require to expand our fan base to a national level, we do need to have fiscal presence in many other places within the republic, we do need to built new generations with fans that children and teenagers remain , these are some of the challenges and this is what will allow us to have a greater diffusion, evidently with more diffusion major association on behalf of sponsors, more sponsors more income and more income in the virtuous circle of the most profitable”.
THE NuMbERS of THE LMP 2 million fans at stadium per year. 8 teams that form the LMP. 20 million fans throughout the country. 35% winnings in the last 3 years. 038
“several edges must be needed, to increase awareness of this game, facilitate it more throughout the country the way this game is played and dissemination will help but it is a process over the medium term that means educating more people about the wonders of the game of baseball. “i think we have to have a sports democracy, we have a sports dictatorship because open television forces most people to see a single sport, there are many other beautiful sports that if open television issues them there would be
more democracy in the way of choosing. Unfortunately there is a conditioning for only one sport”, signaled Canizales soto.
MEET ExPEcTATIoNS foR SuccESS
the commercial gestation that the lMP has had in the last three years, is due to the fact that omar Canizales, knew of the sponsors needs, he was in that position and because of
complementing it with the communication that we have in social networks as facebook and twitter. What we try and do is that they achieve their objectives; not only the brand and the lMP are benefactors here but the fans as well. the Director admits that with this type of commercial strategy he has not discovered a “black
Omar Canizales
this understood the model to follow is that of the one that has now given great success to the sporting property “We enter to understand what the commercial partners line of business is, what there branding and commercializing brands are, and if they have a product that they wish to launch or a brand to look for a particular activation”. “When they speak to us about this we get to know one another, then we can offer our communications platform and build a package that is useful of there needs,
thread” and that this type of gestation is applicable in any industry. “this business model is applicable to every organization not only those surrounding sports. to clarify by means that you identify, know what your needs are and satisfy them or try genially to satisfy them, your business will give results; it is applicable to any industry and if you are not identifying and getting to know your clients well enough understanding what they want it will be very difficult for your business to have success”. Concluded omar Canizales.
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“More Sponsors more income and with more income is the virtuous circle of a profitable league much more sustainable”: canizales markasports.com
ADVERTORIAL
THE NFL
IN FIGURES ON FEBrUArY 5th ONE OF thE mOst impOrtANt spOrtiNg EvENts iN thE wOrld ANd thE grEAtEst iN thE UNitEd stAtEs tOOk plAcE. thE sUpEr BOwl.
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hrough out its history since its creation in the year 1967 the super bowl has broken paradigms with respects to the organization of sporting events, which has allowed it to win great fame and be a referent at a global level, never the less one must not forget that this event is a “blockbuster “ on north American Soil. Where it reaches audience levels of approximately 47% and does not necessarily have the same impact outside the United States To give us an idea of the magnitude of this event, over all in the United States, we can enumerate various achievements that the magnum party of sports obtained only with the XLVI edition between the New York Giants and the New England Patriots.
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The income of the match in 2012 was estimated in approximately 645 million dollars (not bad for an event that only lasts a day) this figure is calculated taking the 250 million dollars of income from publicity (3.5 million dollars for each 30 second spot) and the economic spill of the venue city of Indianapolis place that received 150 thousand visitors, and achieved a 100% occupation in hotels (more than 13 thousand rooms)
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ADVERTORIAL
Now a day one cannot speak of the success of a sporting event at worldwide level without talking about the impact that this has in the digital terrain. And in regards with the Super Bowl XLVI it also left a lot to talk about. The Internet seekers in the United States during the week of the super bowl registered an increase. As is the case of recipes for snacks that went up 23 times, 11 times more than in a common week, in particular, that of the dip know as 7 layer”, prepared on a base of chip, beans and Monterrey Jack Cheese.
the woman’s world cup final between the United States and Japan in 2011which had displaced the 7,166 tweets per second of the FIFA World cup match between Brazil and Paraguay. The half time show also broke the record established by the game between the North Americans and the Japanese. Madonna who divided opinions during her performance in the XLVI Super Bowl, brought in 10,245 TPS imposing in this manner the 1-2 in sporting events for the Super Bowl and the 2-3 under any thematic. In our country, the success of American football is still very far for the reality that is lived in the United States, even though it is one of the principal markets for the NFL at international Level.
Web sites referring to bets for the super Bowl also went up 7 times and seekers referring to finding parties for these sporting event also went up 3 times in only one week.
Comparing with the 180 million Fans this sport has on north American Territory, in Mexico there are only 18.5 million fans, of which only 4 million are regulars to the sport, making it 3rd most important market for the NFL.
Of the total of Internet followers of American Football in the United States, 25% looked for information of the magnum event on their mobile phones 75 % from their computers. During the match this relation changed a little 41% for mobile gadgets and 59 % for computers.
In our industry of National Sports, it is implied that American Football is the 5th sport with most followers with an 18% of the preferred (soccer has 60%) of which 30% are Woman and of the great and shocking economic Figures in the NFL, the Mexican Market only provides 2%.
From another trench, it revolutionized the social networks and how the sports fan uses these platforms to comment on its impact. The match between New England Patriots and the New York Giants reached a peak of 12,233 tweets per second during the last3 minutes of the Super Bowl, even more than with the death of Steve Jobs, that registered 6,049 tweets per second, that of the terrorist leader Osama Bin Laden with 5,106 tweets per second; the earthquake and tsunami in Japan with 5,530 and the royal wedding in the UK that registered 3,966 tweets per second. Despite this the super bowl cannot presume it is the live event with most tweets, this record is still held by the premier of the Japanese movie “Castle in the Sky” that in December of last year gave 25,088 tweets per second.
Thus, demystifying the impact of the Super-bowl, in our country we find that the XLVI editing obtained 15 rating points in Mexico 16 points below what was recorded that same weekend, in the fight between Julio Cesar Chavez Jr. and Marco Antonio “Veneno” Rubio, and below the Mexican soccer final between Tigers and Santos, 2011 Opening Tournament. We realize that despite the evident development and work that the NFL has done in our country there is still a long to ways to go before the great feast takes the relevance it has in the United States.
In respects to Sporting Events, the NFL does take this recognition. The 12,233 tweets per second surpasses the 7,196 tweets reached in
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Marketing Passion As it hAppened in the yeAr 2000, 2012 Greets us with presidentiAl elections And fortunAtely with two sportinG events thAt without A doubt will cApture the Attention of fAns, mediA And sponsors. we Are tAlkinG About the euro cup, And Above everythinG the olympic GAmes thAt will be held on british soil.
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without a hitch
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n one part the “Euro cup” presents a product that may offer the highest level of competition that any contest at level of National Teams can offer. It is about a clash of powers all going for the crown were the only ones missing are Argentina and Brazil to complete the best in soccer material on the planet. And though apparently it is a property that applies only to Europe, in our country it is of interest to a very specific niche. No wonder brands like Sharp, Carlsberg or Continental, prepare to find the best way to activate global rights in a local fashion through initiatives that generate remembrance and an accelerator in sales. At the same time, sports channels like ESPN or Fox Sports will also be ready to wrap this event informatively and above all make their investments profitable made in purchasing of broadcasting rights as in the news coverage they give us. The Euro is the prelude to the main course of the year, the 2012 London Olympics where once again the battle for ratings is an issue of consideration. Televisa and TV Azteca? ESPN, Fox Sports or TVC? Where to turn to see the scores? Pure Sport or comedy enhanced with Olympic information to the equation becomes even more interesting when now a days Internet plays a key role in the fate of publicity investments. Bet for specialized platforms, blogs or social networks?
TXT/ ROgELIO ROA
All these interrogatives are what now a days all the different brands linked with sports can resolve through the consolidated strategies that allow them to connect emotionally with their consumers since at the end, as much as in the Euro Cup as in the Olympics( the second in a more massive notion) are excellent communication stages for the same , increase the exposition that generates remembrance. With official Rights and without them, the field is open so brands and advertisers may enjoy the benefits that sports brings them. And even though the protagonist participation of Mexican athletes in London is expected to be discrete, the emotion that wraps the 2 Olympic weeks counts with high rating levels, particularly in the television abstracts that are already cooking. The Brand managers, media agencies and sports marketing agencies have a great challenge in front of us: invest adequately so we don’t let these few opportunity, that are only presented to us every 4 years, pass us by. The effectiveness in our decisions is indubitable it can help launch a campaign or a proposal for consumers. A wrong decision will with out a doubt be a wasted opportunity to win terrain against our competition
Twitter@RogelioRoaG
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COLUMN
Central ameriCa
TXT/ Juan diego mu単oz moscoso
The New QUarry
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he exponential growth that of the central american Football union (uncaF) in the aspect of public service of football, bringing as a results the logic creation of new opportunities in various fields surrounding football because there is greater legal certainty and denotation of professionalism in the region.
one opportunity that arises, for mexican clubs and clubs outside the borders of the area, is to enable them to analyze the search of talent in the form of professional players. That can migrate to there leagues or the creation of a systematized scouting system focused on the search of talents and promising players that will be able to play at a professional level at a short and medium term. There are several examples of central american players that have succeeded in europe, asia and north america. Within these we can mention players who have already consolidated their sporting development and value in the football market as david suazo, carlos Ruiz or Bryan Ruiz and players who are within the correct process to increase their added value as emilio izaguirre, marco Pappa or Joel campbell. However, many of these cases are due to personal efforts, immediate and short-term projects or sporadic visits of foreign executives who saw the opportunity and executed it without leaving a continued follow-up.
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The benefit of being able to create these systems in central america, is that you can create a business model, with lower investment than you would need in other territories, so if done properly, your profit margin will be higher. it is true that there are territories considered as a mark of quality in the world of football, which makes the role less risky for immediate results. obviously this is done in exchange for a higher economic investment, and if they are not obtained the loss is greater. mexico and usa are opening the eyes of european scouts to their local leagues because they have had outstanding performances in international competitions. This gives the opportunity to show talent in the entire area speeding the transfer system because it could unite the window of a league of high competition, with previously acquired talent through a systematic search scheme to create more benefit and identity to this transfer. if executives of international football review the antecedents and the niche that central america could mean, they would realize they are received by a business opportunity addressed only to visionaries.
info@ludus-sports.com Lawyer in sports Manager of players in FIFA Licence 001 fedefut Guatemala
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Guardiola and Mourinho:
TXT/ César Juárez Caudillo
the ying and yang of football
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ep Guardiola and Jose Mourinho two technical directors with different personalities , methods and game styles. one (Guardiola) policy correct, friendly and with an offensive football; the other Mourinho arrogant, show off, practices a game based on results (defensive well on occasions. They are like black and white, angle and demon ying and yang. But they do share a common trade they are winners.
if we talk about titles Guardiola has lead Barcelona to win in 2009 the spanish league, the Kings Cup, the spanish super cup, the Champions league, the european super Cup and the Clubs World Cup; in 2010 the spanish league and the spanish super Cup; and in 2011 once again the spanish league and super Cup, as well as the champions league and european super Cup. Mourinho won with oporto from 2002 to 2004 the league in Portugal, once the Portugal Cup and in two occasions the Portuguese super Cup, he also won the ueFa Cup in 2003 and the Champions in 2004 with Chelsea he Won the Premier league twice, obtained the Community shield, the Football league Cup and The Fa Cup; with inter of Milan he won the italian league twice, the Cup and italian super Cup and the Champions league; and with real Madrid Won The Kings Cup. so We are correct when we say they are Winners, but even though they are well atrophied and that their teams are very good at playing football the
image each one has is completely different. Who doesn’t remember the duel between real Madrid and Barcelona when Mourinho pinched the eye of Tito Villanova technical assistant to Pep Guardiola, left as evidence before the Television Cameras and what did Mourinho do? he didn’t even acknowledge it to the press. The football community and his players in Barcelona see Guardiola, with respect they give him the credit of taking the club to the Peak in the last Years. recently Guardiola was praised as the best Technical director of 2011 thanks to the football and achievements accomplished by Barcelona while Mourinho leads Madrid in the search to destroy Barcelona. a recent study by the Portuguese publicity agency eFe, signals that Mourinho is more profitable marketing wide than Guardiola ( its enough to remember that rolling stones Magazine named the Portuguese rock star of the Year). dear lector, lets put a hypothetical scenery: if you were the president of a football team who would you pick? Guardiola or Mourinho? Both different and obsessed with football, winners, but with a different image like Ying and Yang; what a test. don’t you think?
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GADGETS ExcitEmEnt at thE whEEl of thE nEw SlK The new Mercedes Benz SLK Roadster is defined in passion, Style and innovating technology; virtues that make it establish standards in its category. The renovated SLK is one of the most exciting sports cars ever built. It has the uncompromising driving pleasure outdoors. Its powerful motor of 4 or 6 cylinders offers excellent levels of performance, that are up to 25 % more economic than their predecessors. With a unique set of safety equipment and a variety of technical innovations, the SLK is once again the benchmark in its class.
Bavaria recharges to enjoy sports Sony launched a new gamma of screens of Bavaria TV. The new models offer unique technology in Dynamic Edge LED with local Authentication and a bright Full HD (1080p) image with higher brightness and excellent contrast and deep blacks. OptiContrast, elevates the image of the panel to the front surface of the TV and make a dark background for rich, vibrant high-contrast images even in rooms well lit.
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ReBeLs TIMe Inspired by high-performance automotive technology of Formula 1, this 2012 TAG Heuer Formula 1, comes in 18 completely new editions and its engineering has been designed in collaboration with Vodafone McLaren Mercedes, and tested by their star drivers: Jenson Button and Lewis Hamilton. It will be available at all TAG Heuer retailers around the world on April 2012.
whEn REality SuRpaSSES fiction The always-imaginative Think Greek has launched its Iris 9000, a dock for the Iphone 4s which allows you to interact with your phone through a microphone and speaker. The innovating is that its base has the design inspired in the mystical HAL9000 in remembrances of the famous computer in the ship Discovery that appears in ‘A space Odyssey’.
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GADGETS niKE commEmoRatES BlacK hiStoRy month In celebration of 36 anniversary of Black History Month, Nike presents its collection dedicated to this important event in the United States. Nike designers developed a graphic signature print and colors that are presented in the shoes. Inspired by the vibrant colors of international African culture.
Discover the new Xperia s Take, share and watch the life’s greatest hits on the crisp and clear HD 4.3 touch screen ‘. Have fun with blockbuster movies, music hits and PlayStation games. Everything just clicks away with Sony Entertainment Network on your Smartphone Xperia S. But do not keep all the fun to yourself; share it on your TV directly from your mobile HD.
THe BesT OF BOTH WORLDs Do you prefer a camera or camcorder? and why not both? JVC offers us something with their GC-PX10, which combines the best of both worlds. It offers features such as the option to capture 12 megapixel still images or record video in Full HD 36Mbps. It has included an IsO 6400 mode which lets you take those special moments in the conditions of very low light. With a body that reminds us of the old bridge cameras, this one stands out with its impressive 10X zoom with optical stabilization. But what really draws attention is its ability
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to record video at bitrates of 35Mbps with resolutions of 1920x1080 @ 60p. Its power is such that you can record Full HD video and take photos of 8.3Mpx simultaneously.
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