A very traditional current points out that in sport, it is almost impossible for a local/regional radio brand to grow into a national, continental or even global brand. This trend is based on the fact that sports teams that were lucky enough to be “born” in large cities or capitals have a structural advantage: greater access to the population, greater media coverage and interest, and more economic power by having the clubs very close. big corporate.
The other current defends the fact that teams considered smaller and with local/regional influence can expand their brand, conquer new markets and although the process is uphill, it is possible to achieve it as long as they have a strategic marketing plan that has clear, consistent and congruent actions over time, to get closer to those new fans with whom you want to connect.
Just this week, we are experiencing a “live” case of the work that needs to be done to seek to reach these new audiences outside the territories considered “natural”. And it is that Bayer Leverkusen, a team that plays in the Bundesliga (the highest German category) is visiting Mexico taking advantage of the celebration of the 100 years of the Bayer pharmaceutical company, in effect, from which the team emerges.
The deployment has not been minor, and it is that the “aspirin team” as it is known, has been present in Mexico for some time, since Javier “Chicharito” Hernández was a member of its ranks and the captain of the Mexican National Team, Andrés Guardado was also part of the squad although his step was more fleeting. With the arrival of Hernández, Leverkusen’s presence was felt in Mexico with the broadcast of the matches on pay television, but also with a strong presence on social media that has allowed them to maintain constant contact with the Mexican fans even when the “Chicharito” left the team. Perhaps one decision could have been to eliminate operations to connect with the Mexican and Latin markets, but the Leverkusen board kept the idea despite no longer having Mexicans in their ranks. However, other Latino players were arriving who, through social profiles in Spanish, attract the attention of their compatriots and not lose track of them.
And for this reason, this week it has been possible to experience the #Bayer04MexicoTour, an initiative with different activities in Mexico that included the friendly match held yesterday, Tuesday, May 17, 2022, against the Red Devils of Toluca. Although the score was 1–0 in favor of the locals, the symbolism of playing in Toluca has a greater impact, since the neighboring municipality of Lerma is where the pharmaceutical factory is located.
And not only that, there will also be something unprecedented and striking: two friendly matches for the Leverkusen women’s team against Club Toluca and the Águilas del América. Being the first intercontinental match of the women’s Bayer. It is not a minor thing. It is a historical fact that will help to continue promoting women’s soccer and this tour will be remembered for a long time. Don’t you think it’s a good way to generate a brand?
But this didn’t start with the friendly match, no. After the corresponding press conference to announce this tour, the club took on the task of expanding the experience as much as possible, and therefore, invited various Mexican content generators to the last game of the season in the city of Leverkusen!
This “start” is an important point to generate awareness and the importance of the Tour. In a match where it was celebrated that the team secured a place in the prestigious UEFA Champions League and that also meant the goodbye of a club legend like Rudi Vöeller (Director), making known to the audiences the passion that in this city they have for their team through organic content helps generate interest and empathy for the team and can obviously arouse the desire to attend events.
However, the experience does not stop at a simple invitation to Germany and access to a match (which already sounds like enough), the hospitality that the club has is high-flying. I was fortunate to be invited and witness first-hand both the operation of the stadium on a match day, and the excellent hospitality services they provide: excellent food and beverage service, a great atmosphere for attendees, and You cannot leave aside the comfort of the stadium itself. The atmosphere that is generated is unique and it is possible to spread it.
In sports marketing, and I have said it before, three important things are required to generate a great brand: excellent management and administration of the team, sporting triumphs and a great bond between the club and its fans. In the case of Bayer 04 from Leverkusen, they have managed to get into the Champions League, which although it is not the same as being league champion, it is a sporting achievement that their fans recognize, apparently and lived in the BayArena, the The club’s management is of a high level and I was finally able to witness that link between the club and its fans in different aspects. And that also translates into what they do internationally.
We are grateful for these efforts to bring Mexican and Latin fans closer to soccer in Germany and to Bayer Leverkusen, without a doubt, they continue to take steps in that expansion of horizons and of course, if they already have eight million fans around the world.