terça-feira, 22 de setembro de 2009

Claro and the Argentine Football National Team – Using Sponsorship Internally

That the Argentine team is not doing well we all know. But Claro, its sponsor, has just released a very interesting video, describing what happens to fans following their team (below). The film, very realistic, uses peculiarities of the Argentine stadiums, such as the human avalanche.

However, the video main insight is the use of Claro employees as “actors”, each named in the film. A great way of also involving the company’s staff, generate a sense of unity and further motivate the team.

The final message closes on a high note: “We are all the same shirt. We are unconditional sponsors of the Argentine National Team.”

terça-feira, 1 de setembro de 2009

Nike and Corinthians/Adidas and Palmeiras – Healthy Rivalry

Sometime ago I talked about Nike being more active in the Brazilian football market, but did not say anything about Adidas, which also is. And the two rivals are having a very nice battle with their partnerships with the two biggest rivals in São Paulo’s football: Corinthians and Palmeiras.

Adidas, Palmeiras’ partner, launched, together with the teams 3rd uniform, a very interesting film explaining the uniform colours origin (below).

Shortly after, Nike did the same with Corinthians, launching a video that shows the process, from the shirt’s creation to the players using it (below).

Choosing the best one is a matter of taste of club passion. However, this battle is very healthy for Brazilian football, since it shakes the sport and brings more investment. I hope other companies (Reebok, Puma, Lotto, etc.) join them.