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Soccer Marketing

Racing Club strategy: Start up from the nothing

 

Racing Club is an Argentinian soccer team which plays in the National League. It has impacted the world with the amazing increase of club members in 2011 according to an interview made to Pablo Rohde, Marketing Manager of the club, by “America Economia” online magazine. You could be thinking that were 10,000 or nearly that, but It has got 31,000 club members in a year and a half, just by exploiting marketing strategies about history, famous fans and legend players of the club.

 

Pablo Rohde that participates in a conference, “Football Summit 2014” in Ecuador told that the club takes advantage of the life of a woman, considered a symbol of the club, Tita Mattiusi. The way of exploiting her name during marketing campaigns was awesome, from printing football shirts with her name in the Mother’s day to a Breast Cancer day campaign with her photo in some products offered. A fan that attends the conference commented that “it’s not as harder as many managers think, the strategy is just to focus in the soul of any football club, the fans”.  

 

Another example that Rohde expose in the conference, is the way the club took advantage of Diego Milito, a legend of the club. Diego was part of the Champions team in 2004 of the Argentinian league, the first time the club won a title. Also, he confirmed that the Milito, after 10 years, he will return to Avellaneda. For that, the club has prepared some fans campaigns, is ready to launch special shirts and is promoting the name of the club with his image of on friendly matches that will be played in United States and Spain.  

 

Just to finish, I would like to quote a phrase of Gabriel Krell, academic coordinator of the MBA of the University of Palermo, that says “When you do not see it as a business, you do not see the client voluntary and volunteering are just expressions of good wishes, but do not generate specific products”.

 

 

By: Miguel Pinto C.

 

 

 

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