Half-empty or half-full stands are a thing of the past. The Alejandro Villanueva stadium has become an unforgettable experience for those who are lucky enough to go. Whether or not he is passionate about football, whether or not he feels identified with the colors white and blue. Being a fan is no longer a requirement to enjoy one of the best sporting events in Peruvian football: enjoying a game of Alianza Lima from the stands.
Let’s try to be as less emotional as possible. Getting to Matute means getting to one of the neighborhoods with the highest crime rate in Lima and blow a traffic of the devil. But what place in our capital does not admit both characteristics in these times. Going to the Monumental, the Nacional or the Miguel Grau should be the same. The difference, if any, is minimal.
Is it worth taking the risk? The real risk of going to Matute is staying with the desire to return. Because? Simply because the club has impeccably built an experience around the game. The joint efforts of the marketing and commercial area, as well as those who lead the reins of the institution, have turned the sports arena into a temple where fans -and non-fans- simply enjoy a show where the match is the cherry from the cake.
Before, it is the atmosphere, the light show, the impressive lighting and the fireworks. The atmosphere surrounding the preamble to each game is similar to that of any other top-tier entertainment show. “He has been able to correctly exploit what the fan wants and in accordance with the team’s sporting achievements. He has been innovating, because he has covered the needs of the fans who go to the stadium. That is important”explained Charles Eldredgeformer head of marketing at Melgar and founding partner of the Peruvian Sports Marketing Association, in a previous note from depor.com.
Alianza has been able to cover several aspects. In the OTT they are with Alianza Play, in the show of shows in the matches they have made a lot of progress (‘kiss cam’, ‘igualitos’), also with the gastronomy in the stadiums ”, adds in the report made by the journalist Rogger Fernández, at the end of 2022.
And it is true. Alianza Lima has become a complete combo. A 360 experience in Matute also includes the chance to see leading players in Peruvian soccer such as Christian Cueva and Carlos Zambrano. The football product is complete: a show on and off the field.
“We understand that we are show and entertainment. Alianza not only competes on the playing field, in soccer, but also with other entertainment such as shopping malls, weekends, or any other proposal that prevents people from going to the stadium. For this reason, what we are doing is bringing proposals to be an entertainment medium that people seek with greater interest. We offer these experiences so that the fan not only goes to Matute to see the team, which is the main thing, but also has a good time”, explained Diego Montoya, marketing manager of Alianza Lima and largely responsible for this blue and white success in the stands; in an interview published in the newspaper El Comercio at the end of 2022.
What is the best? If Alianza Lima is the pioneer in this great work in the commercial and marketing area, clubs like Universitario de Deportes and Sporting Cristal follow in its footsteps, with a project that focuses on the fan experience.
Receives our newsletter: we will send you the best sports content, as Depor always does.