How athletes’ brand influence evolves
#118 A. Brand influence is born, grows, plummets and die. B. Brand influence is born, grows and keeps growing within retirement. From the brilliant book Athletes Are Brands Too written by Jeremy Darlow, we can have a more accurate idea of the effect of managing...
What women’s football marketing demands
#117 Dear current and future sports marketers, What’s it going to take to be the best women’s football marketer of your country this year? How can you make a huge impact as a women’s football marketer? Infinite strategies for endless goals. But if you want to advance...
The essence of athlete brand management
#116 “Brand management is the analysis and planning on how a brand is perceived in the market”. That’s the first definition you come up on Google when you search for the meaning of brand management. Today, in a market where differentiation is key to make your...
Go micro to attract true fans
#115 We want to attract sponsors for the jersey, stadium and social media. We want to fill 70% of the stadium capacity on average on matchday. We want to sell season tickets to at least 5,000 fans. We want to sell out all the merchandising stock of the season. We want...
From sponsors to partners
#114 From clients to fans. From players to ambassadors. From employees to prescribers. From sponsors to partners. We are shifting towards a new collaborative and extreme win-win economy, where individual can make an impact by solving a specific problem in a personal...
Benchmarking women’s football players’ websites
#113 Why does a professional women’s football players need a website? Why not? A website is an opportunity to get permission from potential fans and partners to connect with them. What does it mean getting permission? Well, it means getting the ‘yes’ to a first date....
Spain and United States accept the challenge
#112 #AcceptTheChallenge is the new social media campaign launched by LaLiga and the American National Women’s Soccer League. The goal? Making the first football challenge launched by women go viral. The strategy? Addressing the challenge from player to player on...
Redefining sponsorship
#111 “Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher”. This is how sponsorship has traditionally been understood. Sponsorship is not just paying for your logo to be shown. Sponsorship is not disturbing...
Resources to make better decisions
#110 Where can I read about women’s football? Where can I find research about it? Fortunately or unfortunately, there are not many data sources where you can get information about women’s football. Once in a while, research and studies are published, but we need more....
Mexico sells-out ‘El Volcán’ with 38,230 fans
#109 Fast and steady. Mexico keeps growing and breaking ground for women’s football in the Americas. A record fan attendance of 38,230 spectators at ‘El Volcán’ stadium enjoyed the first leg of the big final of Clausura 2018 between Tigres and Rayadas, a unique...
Who is searching women’s football on Google?
#108 Women’s football is too seasonal. In Google, word-of-mouth, TV and bars. The graph from Google Trends show the searches for women’s soccer, in red, women’s football, in blue and fútbol femenino, in yellow. Since 2004, 14 years, it has been on the spotlight thanks...
Don’t forget about Twitter
#107 We tend to talk about Facebook or Instagram Ads when we refer to social media advertising in sports. Don’t forget about Twitter. Actually, FC Barcelona Women and RCD Espanyol Women have forgotten about me, at least in Twitter. Two women’s football clubs in...
Against the preconception
#106 Our worldview defines our thoughts, our thoughts drive our feelings and our feelings lead our actions. To fight gender inequality, disrespect and bad words we need to change the way we understand women’s football and, ultimately, women in sport. How can we do...
14 questions to define your personal brand
#105 As an athlete or professional, your brand is your most valuable asset. Your brand is a long lasting memory your followers will get from you. Your brand is what, in a second, explains how your audience, performance and personality is. I would like to share with...
Sponsorship in women’s football
#104 Is sponsorship in women’s football profitable, worthy and interesting? Yes. Last Monday I had the opportunity to be with the students of UCFB’s Etihad Campus, discussing about women’s football sponsorship. The webinar was structured in the following parts: What...
Looking for ‘Oh my god!’
#103 Near where I live, there’s a shop that sells cheese, lots of giant pieces of cheese. Last Saturday, when I was walking by the store I saw a girl that got shocked when she looked at the shop-window. With eyes like pieces of cheese, she exclaimed a big “Oh, my...
Ask big and specific
#102 What’s it going to take to be the best sports marketer in women’s football this year? Great questions will lead you to great results. Poor questions will lead you to poor results. Every goal comes from a question, where do we want to go? We decide how to frame...
Learning from tennis
#101 Yesterday I had the opportunity to attend, again, the international Barcelona tennis tournament, the 500 ATP Open Banc Sabadell. It was the first day, where games are not supposed to be very attractive but cool enough for who likes tennis. As you can see in the...