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The situation that occurred in the Corregidora stadium has drawn international attention and raised several questions to be resolved.
The marketing impact of the Corregidora stadium tragedy will invariably lead brands like Pedigree to think twice about their investment in sponsorships, so that their image does not end up stained with blood.
The narration of an amateur reminds us of the challenge in the market to be better professionals.
A T-shirt of the white roosters with the sponsorship of pedigree saved the life of a couple of fans of the Atlasafter a brutal attack was recorded inside the Corregidora Stadium in the match between the two teams.
The story was narrated by an engineer, who on social networks identifies himself as “Beto Valdivia” and remembers that it was thanks to a T-shirt with the sponsorship of pedigreesaved the life of him and his wife.
In his narration he accepts that given the magnitude of the event he could not keep silent about his experience at the stadium and had to share his testimony on networks, which he accompanied with a photograph where he is portrayed with his wife and assures that the visit to the meeting was part of their anniversary celebration.
Before the attack began, he assured his wife that this match, of all those he had witnessed, was the one with the most children and families; However, he remembers that the mood changed in a matter of minutes and fights began to take place in various parts of the stadium.
The young engineer reports that there were no security personnel to separate the outbreak of fights and that in the section of bars of white roosters a mass was formed that moved into the corridors, by the time he accepted, they were already at high risk.
It was then that in the middle of the match, the field was invaded, so players and workers took shelter in locker rooms.
It is at this moment that he narrates, they decide to move to corridors, where aggressions were a risk for all Atlas fans, when they were intercepted by a family, who asked them to change from their Atlas uniform, which they only gave to his wife.
“I can only say infinite thanks to these people, they saved our lives,” he explained in his story.
A senior citizen and his son stood next to us and said “we’ll get them out.” He asked his son to give me the sweatshirt even though he didn’t want to because of the same fear of feeling at risk for helping us. To these people I can only say infinite THANKS!!
Keep going… pic.twitter.com/l1OFxAcP2Z– Beto Valdivia (@betovaldivia7) March 7, 2022
Sports sponsorships
The idea that a Pedigree sports sponsorship on the Gallos Blancos de Querétaro shirt ended up saving the life of a married couple is one of the many anecdotes that can be told about the tragedy that occurred in the Corregidora stadium, where we witnessed of one of the worst episodes in Mexican soccer and how brands would have to rethink their investment in sponsorships for teams in this market.
An estimate from Hookit revealed how much the value of sponsorship spend was, finding that Nike, Adidas and Emirates were the top spenders of brands totaling $616m, $342m and $220m globally in 2021.
The idea that sports sponsorship rules change in Mexico and within soccer matches is a very serious question, especially because of the impact of seeing brands sponsoring events where tragedy reigns and attacks on innocent people. From an AT&T in the VAR of the match to Pedigree in the jersey of a team, whose fans ended up causing one of the worst tragedies in the history of soccer in Mexico, which is one of the most controversial industries to date, both for the performance of its players as for the stories of aggression that are being told so far.