More than 50% of the digital conversation about banks in Spain is negative and, in general, 60% of Twitter users expect a response to their tweet within an hour.

Evictions, non-payments, mortgage or bank bailout were the top negative mentions around banks in early 2021.

Actually, Banking, Airlines, Health, Energy and Telecommunications are the sectors that generate the least positive social interactions.

It is not a coincidence that brands like Fly Emirates, Barclays or Telefónica have been investing a lot in sports for many years.

Football makes brands human, cool and friendly. And women’s football? Even more sympathetic.

CaixaBank, generating sympathy

In a recent interview for 2Playbook, Alfredo Bustillo, CaixaBank Head of Sponsorship, explained how women’s sports are an ideal platform to build positive communication.

Spending up to 70% of the sponsorship budget in football, today CaixaBank is an official partner of the women’s basketball and football national team as well as of 16 Primera Iberdrola clubs.

To the brand, promoting equality also means dedicating the same sponsorship activation budget for men and women. This is why, from 2017, activation resources for the men’s and women’s teams they sponsor are exactly the same.

“Nowadays, they can criticize you for everything, but it is very difficult to do so because of your support to sport”, said Bustillo. This strategy led CaixaBank to conquer the 4th position of the Spanish women’s sports Sponsorship Awareness Index.

Players start the conversation

Without a doubt, athletes have established as much bigger content platforms than clubs or competitions. Whereas United is followed by 55M fans on Instagram, Ronaldo has become the first person to reach 400M.

In women’s football, after winning the Ballon d’Ór, Alexia Putellas went from 400k followers to 1,2M in six weeks. A growth that led the Barcelona star to triple her commercial value and sign new sponsors such as Allianz and Cupra.

Brands that aim to leverage the player’s positive engagement across social media to increase metrics like digital sentiment and rise in the top of heart ranking.

Women’s sports are a meaningful conversation platform for several communication territories outside football, such as equality, human rights, motherhood, cultural stereotypes or resilience.

The relationship game

As marketers, our job with commercial partners is to offer a valuable asset for helping to achieve their objectives, and within the shortest possible time.

In a more and more polarized world by social media, women’s football can be a powerful connector between brands and society.

Let’s change the vibes.

Source: Brandwatch, Hubspot, 2Playbook, La Vanguardia.

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