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On October 3rd, the sports business event #SportsBizLatam took place in Buenos Aires. The reference event in the Latam market brought a series of speakers and guests to debate on the most relevant topics of the Sports Industry.
At the event with numerous Argentine and international speakers, the presentation of the Mexican executive Juan Murray attracted the attention of over 400 attendees.
His lecture, filled with solid concepts, showed the disruptive work being done at Chivas, a Mexican giant with 36 million domestic fans.
His talk showed that it was possible to put into practice in Latin American football the marketing concepts practiced in the US leagues.
Football on the American continent, according to Sports Value analysis, is one of the biggest marketing potentials in world football, even with the lowest income of its population. Unfortunately, in this market except the US MLS little has been built on major market innovations.
MLS itself is still in its infancy compared to major European leagues.
That’s where the work done by Chivas, with the execution of a solid and concrete model of sports marketing, draws attention. Chivas is already the most popular Mexican team in the US, with over 8 million fans.
Undoubtedly quite different from the traditional Latin American football club that still has a shy marketing, without solid concepts and with difficulty to implement an efficient marketing and communication plan.
Branding and business understanding
In Juan Murray’s talk it was possible to identify the depth of marketing concepts applied to Chivas. The branding process was created by understanding the “Chivas essence”, the result of a market analysis, understanding of the club’s brand and its fans, or “its people” as Murray put it.
The club’s branding idea is to amplify this Chivas essence through different core areas such as: commercial innovation, inspirational marketing, US growth, big data, and more.
Fan engagement
A very interesting point was the presentation of how the club works in fan engagement, an essential aspect of the whole branding process.
The club sees the connection with the fan in a very intelligent way.
- Pre-game- Constant relationship work with fans via social networks, in the purchase of tickets, on arrival at the stadium and on arrival.
- The game – Interactions and services using technology and creativity to entertain and engage the fan in the stadium.
- Postgame- Work to maintain a connection with fans even as games end, including using social networks.
Without a doubt, a benchmark that deserves to be studied and understood by all the different players in the Americas football Market.
Here a video with the new Puma jersey.
