The amount any potential sponsor would need to bring to the table to become the shirt sponsor of Spanish football giants like Real Madrid CF or FC Barcelona is estimated at €25 million per year.
While top clubs in Germany and the UK can even reach sums above this level and whereas barely any shirt- or main-sponsorship in those leagues is sold below the value of €3 million per year, the Spanish League right now provides a small number of very attractive opportunities for companies that seek international exposure within a male target group – especially for entities from the FX and stock trading industry sector.
As the European leagues, including the Spanish Primera Division, have started some weeks ago, 11 out of 38 league matches have been played, some clubs offer now solid opportunities for stock-pickers to acquire their shirt-sponsorships for amounts as low as around €750,000. Such shirt-sponsorships would not only consist of the actual advertisement on the outfit of the players but also of extensive advertising on the boards around the pitch, intellectual property rights such as picture rights of the players, digital and online advertisements, and VIP tickets for the matches.
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Those teams, if wisely chosen, can still provide a fair, medium level of sportive performance, tending around 9th to 14th place in their league and therefore securing their spot in the league in the coming season. Those clubs can deliver in return an outstanding value for money proposition in terms of exposure and awareness. The chief attraction: the 10-16 matches per season those teams play against the Spanish top flights of Real Madrid, FC Barcelona, Atletico Madrid, FC Sevilla and FC Valencia in the league and the Cup competition and which are all being broadcasted live and globally in more than 190 countries.
On-top any potential sponsor will benefit from the highlights of each match being broadcasted in a comparable number of territories and furthermore: the huge gained media value on the various digital platforms. Surely a unique value proposition within the European key football leagues.
The rationals in favor of such an investment are at hand: international and secured brand exposure and awareness with an unmet CPM (Cost per thousand contacts), emotional brand building and brand association, a top content provider for any ATL and BTL activities and a great opportunity to invite clients, partners and investors to the matches.
If the so-called ‘activation’, the accompanying marketing activities around the sponsorship, is exercised with an efficient and effective concept, even a return on investment to a far extent seems realistic. Such a return in investment would obviously come from new subscribers and users generated directly linked to the sponsorship and their respective turnover on broker fees.
Furthermore, companies in a growing stage can find the opportunity to set a further milestone in international marketing which would support further investment rounds. Bottomline, it does not require budgets in million Euro figures to benefit from the unique and unmet interest in European top football – it rather requires a well set timing and the recognition of good opportunities and the willingness to take a decision – just like in the real trading world.