Sports Business Issue 2545, welcome to the leading sports industry information channel!
May 23, 2020/21 season La Liga final round, with Correa and Suarez's goals, Atletico Madrid in the away field to 2-1 reversal to beat Valladolid, after seven years again famous La Liga laurels together, but also will be salon La Liga championship total to 11.
Since taking over the coaching whip of Atletico Madrid from Spanish manager Manzano in December 2011, Argentine coach Diego Simeone has injected Atletico Madrid with steel defense and iron blood style by virtue of his very personal coaching philosophy. In the Iberian field, which emphasizes delicate passing control, the bed cloth army has become a unique landscape, and is also one of the few teams in Spain that can compete with Real Madrid and Barcelona. And 2014-2016 three years two into the Champions League final, also let the bed cloth army in the world to collect countless fans.
Manager Simeone thrown high by Atletico players
118th anniversary of the establishment of the collection of the 11th La Liga crown, Atletico Madrid once again play the end of the Western Premier League duopoly
At the start of the 2020/21 season, with the arrival of Uruguayan goalscorer Luis Suarez, Atletico Madrid was seen as a strong contender to take on the La Liga thrones of Real Madrid and Barcelona. As it turns out, the arrival of Suarez did greatly improve Atletico's past attacking power. La Liga round 3 season debut, Atletico Madrid at home to 6-1 wild victory over Granada, substitute Suarez in just 20 minutes will be dedicated to 2 goals and 1 assist. Although Atletico's condition showed some ups and downs after that, resulting in the lead being gradually eroded, but still retained the initiative of the La Liga championship to the last round of the league.
Suarez instrumental in Atletico's La Liga win this season
In the past ten years, except for Atletico Madrid who won the La Liga title once in the 2013/14 season, the La Liga title has always been occupied by Real Madrid and Barcelona for a long time, so the La Liga league has been teased by the fans as the duo of the two western superpowers. This time after seven years to regain the La Liga title, Atletico Madrid once again played the role of the end of the Western Super Duo.
According to the official information, Atletico Madrid was founded in 1903. The 118th anniversary of the establishment of the salon to collect the 11th domestic top league trophy in the history of the team, everything seems to have its own destiny.
On the intercontinental stage, Atletico Madrid were crowned European Cup Winners' Cup champions in 1961/62, captured the World Intercontinental Cup in 1974 and the World Toto Cup in 2007. Although Atletico's two Champions League final defeats to Real Madrid in the three-year period of 2014-2016 have given Atletico a slightly pessimistic color, Atletico has been crowned the UEFA Super Cup three times after winning the UEFA Cup in the three seasons of 2009/10, 2011/12, and 2017/18, which embodies the spirit of not being afraid of the strongest, and meeting the strongest is even stronger.
Over the years, the abundance of frontline sharpshooters has long been one of Atletico's notable labels. Whether it is the ancient god of Mexican fame Hugo Sanchez or the Spanish golden boy Fernando Torres, who emerged after the millennium, have led the bedclothes army of an era. Whether from the stunning continental Aguero and Diego Fran, to this later Falcao, Diego Costa, and now Suarez, a large number of Atletico Madrid made the front line killers shocked the continent of Europa. In addition to the long time investment in the field of youth training, also let Atletico Madrid continue for the Spanish national team to transport out a number of international players including Saur and Koke.
Fernando "El Niño" Torres has become a symbol of Atletico Madrid's era.
It is due to the hard competitive results and good reputation, Atletico's commercial value is increasing day by day. From $50 million in 2012 to $566 million in 2021, completing an increase in its own value of more than 11 times.In December 2020, Atletico Madrid renewed its contract with Plus500, its longtime main sponsor since 2015, at a price of 15 million euros per year until 2022.In January 2021, Atletico Madrid once again extended its funding agreement with Fanatics, a well-known sports e-commerce channel, until 2025. agreement until 2025. In the Deloitte released at the beginning of this year in the 2021 soccer wealth list Top 20 salon list, Atletico Madrid with 331.8 million euros in revenue ranked 13th on the list, the same enough to show that the bed cloth army in the European football world pivotal position.
Atletico's digital media excellence: putting fans at the center of the team's globalization journey
Globally, with the aftermath of the new crown epidemic still not completely manipulated, the major European luxury salons will continue to lose revenues from match days and TV broadcasts. After the epidemic era, the salon only in the digital communication media channels and fans continue to carry out multi-dimensional innovative interaction, it is possible to take the lead in future competitions, the future of digital transformation and the commercial realization of the communication media end or will become an important indicator of the teams can complete the increase in revenue.
Since becoming Atletico Madrid's global business partner in February 2021, SPORTFIVE, the world's leading sports marketing organization, has continued to strategically help Atletico Madrid sort out the development direction and positioning of the European malls, North America and Greater China malls, and assisted Athletico Madrid with a full range of customized mall marketing services, including worldwide strategic consulting, digital media, brand upgrading, fan experience activities, product creation and business development. brand upgrading, fan experience activities, product creation and business development.
Atletico Madrid Digital Media Poster
In the field of digital media content, SPORTFIVE has found a localized way to communicate with Chinese fans in the conceptual design of digital media content: the visualization presents a unique Chinese style, adding a large number of localized original designs adapted to the tastes of Chinese audiences, including funny emoticon packs, festival posters, wallpapers of players, etc.; the original creation of a series of content columns, such as #Athletico Madrid Number Legend# and #Athletico Madrid Youth Training Manual#, allows fans to spontaneously produce UGC content to bring the interaction closer; the stable operation of fan activation activities provides fans with a way to participate in activities, and also gives surprise gifts. The original creation of a series of content columns, such as #Atletico Madrid Number Legend#, #Atletico Madrid Youth Training Manual#, etc., which allow fans to spontaneously produce UGC content and bring the interaction closer; the stable operation of fan activation activities, which provide fans with the means to participate in the activities, and also include surprise gifts, which continue to respond to the needs of the fans and convey the salon's brand image; and the creation of localized conception of video content in collaboration with the media department of the salon. For example, the popular Spanish language program of Atletico de Madrid, with the introduction of soccer Spanish phrases and related knowledge, allows the audience to understand the spirit of Atletico de Madrid salon and the Spanish characteristic culture more and more in a subtle way.
Atletico de Madrid's Hispanic Lecture Movie
Not only that, with the help of SPORTFIVE, Atletico Madrid Football Salon has successfully established Atletico Madrid China Official Fan Club, which comprehensively covers the map of Atletico Madrid fans in China, and lays a solid foundation of fans for future in-depth interaction and commercialization activities.
In an interview with sports business, SPORTFIVE / Lagardère Sports Greater China Managing Director and Global Senior Vice President Li Ying (Echo Li) said, we and Atletico Madrid with the same adherence to the values of the fans first, and digital media channels as a team and fans interact with the exchange of communication window, especially by the salon focus.
In Li Ying's view, the commercial broadening of European salons in the world market is not a quick fix. Take Atletico Madrid as an example, the salon has always regarded the global fans as its important property, SPORTFIVE and Atletico Madrid together adhering to the fans placed in the team's globalization journey of the center of cognition, continue to expand the fan collective, together with the creation of high-quality content to give back. In this way, the commercialization of the salon will be more and more successful, and will also bring more value to the brand, because the loyal fans of the salon are also the customer groups that the brand expects to reach and transform.
According to the official data, the influence of Atletico Madrid has spread all over the world, and now there are more than 40 Atletico Madrid colleges around the world, together with the Atletico Madrid Foundation, which will lead or participate in 130 CSR projects and collaborations every year. Li Ying indicated that after SPORTFIVE and Atletico Madrid reached collaboration, it will continue to help Atletico Madrid to understand China's shopping mall needs, fans' demands, and locate the strategic development direction, etc., and will not only establish a multi-faceted communication channel in digital media, but also plan the commercial planning with the characteristics of the characteristics of Atletico Madrid and the brand difference, to further enhance the salon's world recognition and boost the development of commercialization.
It is reported that the future of the Atletico Madrid or program by inviting China's media to visit the headquarters of the Atletico Madrid and regularly organized media offline sharing sessions and other methods to draw closer to China's local sports media interval, and then increase its marketing efforts. After the epidemic has been manipulated, Atletico also plans to increase commercial promotion through the commercialization of China. In addition, Atletico will also be tailored to the local conditions to expand the official e-commerce channels, e-commerce live and other Internet business models in China, and strengthen the collaboration with enterprises.
SPORTFIVE Secures Position as World's No. 1 Football Marketing Organization, Europa League Handful of Majors
As the major leagues in Europe are wrapping up, the UEFA Champions League final on May 28th will be the grand finale of the 2020/21 European football season. Coincidentally, both sides of the final, Manchester City and Chelsea, have close ties with SPORTFIVE.
Back in July 2018, SPORTFIVE facilitated a global partnership between Xylem and Manchester City, the Premier League champions this season. On the way to the Blue Moon's championship, SPORTFIVE and Xylem, as Manchester City's "off-field teammates", through the conceptualized marketing method of soccer + public welfare, have also had a far-reaching impact on a wide range of people while advocating for the protection of the Earth's water resources and the implementation of corporate social responsibility.
SPORTFIVE and Xylem are Manchester City's "off-field teammates" in their quest to be crowned Premier League champions this season.
In November 2020, SPORTFIVE reached an exclusive global partnership with English Premier League giants Chelsea. The Group will be responsible for seeking funding for Chelsea's new practice jersey chest advertisement, and will shoulder the burden of providing global brand exposure rights for its partners to develop the world's sports market.
A month from now, the much-anticipated Euro 2020 will be officially played after being forced to be postponed for a year, and then it will also formally kick off the prelude to the return of the world's leading-edge tournament in the third consecutive year of the sports competition. Previously, at Euro 2016 in France and the 2018 World Cup in Russia, SPORTFIVE operated a number of successful cases of Chinese companies going overseas, which are still impressive to this day.
Following the English FA and the Belgian Football Association, the company announced in October 2020 that it had reached a partnership with the Spanish Football Association. So far, SPORTFIVE will usher in the summer "marketing season" by holding the rights to develop the shopping malls and subsidize the marketing of the three most popular teams in the European Cup, namely England, Belgium and Spain, and will serve many sports resources of the European Cup, and we are looking forward to the subsequent exciting sharing.
Belgium boss Roberto Martinez announces Euro 2020 squad
SPORTFIVE Lagardère Sports Greater China Managing Director and Global Senior Vice President Ying Li (Echo Li) said that although the European Cup in China's shopping malls on the marketing fervor for the time being can not be confused with the Olympic Games, but due to the time difference between the two exist, making the first to play the European Cup in the power to e-commerce as a representative of the brand to open the summer bestseller activities, has an inherent advantage.
In addition, compared with the high threshold and huge investment in funding the European Cup level tournament and funding individual players there are many uncertainties and risks, funding the championship winning team, such as the Belgian national team, the Spanish national team, etc., from the point of view of the degree of matching, rights and interests of the use of permissions, the coefficient of risk and cost-effective point of view are more advantageous. According to the previous European Cup marketing examples, some companies blindly rub hot behavior, often simple to draw fire, and even trigger lawsuits and other crisis public relations.
