Español, Translations
¿Por qué Patrocinar el Fútbol Americano?
Por: Travis Brody
Traducido por: Javier Ruiz
Debido a ser un deporte en expansión en Europa, el fútbol americano ha despertado el interés y el patrocinio de un número interminable de empresas en todo el continente. Estas marcas están empezando a reconocer el potencial, todavía no explotado, que supone el hecho de patrocinar equipos y organizaciones de fútbol americano. Este deporte no sólo tiene un público diverso y fiel, si no que también está creciendo exponencialmente. Patrocinar el fútbol americano puede ser una de las mejores decisiones que su empresa haya hecho nunca, además le puede dar una imagen de organización innovativa, empresa de vanguardia, que sabe ver las tendencias de la sociedad según éstas se van produciendo.
Hemos agrupado en una lista, 11 razones por las que consideramos que debe patrocinar el fútbol americano, y creemos que le servirán como motivación a la hora de decidirse a colaborar con este gran deporte.
Aquí tiene las razones por las que debería patrocinar fútbol americano:
1. Es su mercado objetivo.
Prácticamente todas las empresas en el mundo invierten sobretodo en la franja de personas comprendida entre los 18-35 años. Es una edad crítica cuando la gente comienza a desarrollar lealtad a una marca, que llevarán con ellos el resto de su vida. Empresas de planificación financiera, seguros, bienes de consumo, coches, servicios de telecomunicaciones, marcas de cerveza y un largo etcétera invierten miles de millones de dólares en llegar a este grupo objetivo, ya que es cuando empiezan a formarse las opiniones más tajantes sobre las diferentes marcas.
El fútbol americano tiene una clara ventaja en el acceso a este grupo demográfico. Dado que el juego ha crecido enormemente en los últimos 20 años, los seguidores de fútbol americano son en promedio más jóvenes, que los de los deportes de equipo más arraigados como el fútbol, rugby o baloncesto. Además, los videojuegos como Madden NFL han construido una base muy juvenil, ávida de fútbol americano en toda Europa.
2. Es un nicho de mercado muy fiel.
Los entusiastas del fútbol americano en Europa están extremadamente comprometidos con el crecimiento y desarrollo de su deporte. Jugadores, aficionados, entrenadores, etc. muestran con orgullo su pertenencia al juego y el boca a boca viaja rápidamente a través de la comunidad del fútbol americano. Los patrocinadores que se puedan identificar con esta comunidad van a ser ampliamente reconocidos y apreciados por todos aquellos involucrados con este deporte, y puesto que son pioneros en el mismo, van a tener más tendencia a fidelizarse a su marca. A diferencia del fútbol, el rugby y el baloncesto, el fútbol americano no produce seguidores de un día – si no que produce seguidores comprometidos que se involucran en el deporte. Este tipo de comunidad es ideal para cualquier empresa o marca.
Una empresa innovadora entiende que los consumidores asocian marcas a aquello que les apasiona, por lo que llegar a gente apasionada con el fútbol americano, creará cierta predisposición a apasionarse también con su marca.
3. El fútbol americano está creciendo rápidamente.
Hace 20 años existían menos de 400 equipos de categoría senior (+18 años) en Europa. Hoy en día, tenemos más de 1.500 equipos distribuidos en 35 países europeos, por no hablar de 700 equipos juveniles (entre 15 y 18 años), o los conjuntos cadetes (de 12 a 15 años) que se están formando. Si eso no es indicativo de la rápidez a la que crece el juego y lo seguirá haciendo en el futuro, nada lo es. El deporte ha crecido mucho recientemente, y ya tenemos 200 equipos femeninos repartidos por toda Europa, sin olvidar un gran número de equipos de fútbol americano flag. El fútbol americano flag es la versión sin contacto del fútbol americano, y también se ha afianzado en varios países.
Además, el juego es muy popular en los Estados Unidos y ha crecido hasta convertirse en el deporte rey allí. Esto demuestra su potencial de crecimiento en un gran mercado como el americano. El béisbol, como el fútbol en Europa, ha sido el deporte más popular en los Estados Unidos durante más de un siglo, hasta que el fútbol americano le arrebató la primera plaza del podio hace 20 años, para convertirse en el juego más visto y seguido del país. Debido a su crecimiento sin precedentes, es concebible que un día el fútbol americano pueda desafiar al fútbol como el deporte más popular en el continente europeo.
4. Su mensaje se amplifica, y se diluye menos.
Como patrocinador de fútbol americano, usted se beneficia de una especie de monopolio de la atención del público. Todos los equipos de fútbol de primer nivel cuentan con cientos de patrocinadores, lo que significa que su mensaje se ahoga en un mar de empresas. Con el fútbol americano tiene más influencia sobre su público, ya que hay un menor número de patrocinadores con los que lidiar. Cuando un aficionado al fútbol asiste a un partido y ve 300 anuncios diferentes durante el encuentro su atención se pierde. Como patrocinador, lo ideal es entrar en un mercado con menos competencia, lo que se traduce en una capacidad mayor de atraer la atención de la audiencia al mensaje que su empresa quiera transmitir.
5. El fútbol americano es un deporte emocionante.
A diferencia de cualquier otro deporte, el fútbol americano se juega al máximo, tanto de velocidad como de intensidad. También es un juego con un nivel de estrategia increíble, a menudo comparado con el ajedrez, en cuanto a ser un deporte de competición muy cerebral. Junte a esto tenemos el valor añadido de las cheerleaders y otros artistas durante el partido, para crear una experiencia incomparable con cualquier otra. Si quiere que su marca sea atractiva, que mejor manera que asociarse a un deporte que entusiame a la gente.
6. Asocie su marca a los valores positivos del fútbol americano.
El fútbol americano ha sido desde siempre estimado por los valores que inculca en los jóvenes. Dureza, trabajo en equipo, compromiso, estrategia, unidad y fuerza son los principios básicos de este deporte. Las empresas innovadoras entienden que asociarse con principios bien definidos como estos, significa a la larga, fidelizar a los consumidores y crear una conciencia positiva de su marca, la cuál presenta estos valores a su audiencia principal, simplemente por el hecho de estar asociada a un equipo de fútbol americano.
7. Su dinero está mucho mejor invertido.
Invirtiendo la misma cantidad de dinero, en fútbol americano se obtendrá mucho más beneficio que en el fútbol. Por ejemplo, invertir € 20.000 en un equipo como el Manchester United o el Bayern Munich le reportará lo equivalente a una palmadita en la espalda. Estas cantidades son practicamente irrisorias para un equipo de ese nivel, lo que elimina del mercado potencial a más del 95% de las empresas que quisiera patrocinar a estos equipos. Sin embargo, un patrocinio de € 20.000 en un equipo de fútbol americano proporciona un rol principal en la imagen de marca del equipo, así como un tratamiento VIP que es poco probable que pueda conseguir en otro lugar. Los equipos construirán una campaña de marketing alrededor de su marca, utilizando su logotipo a cada oportunidad, ofreciendo entradas gratis a los partidos, mencionando su empresa en las redes sociales, y llevando su publicidad a la página web del equipo. Buena suerte tratando de conseguir estos beneficios en el Real Madrid, a ese precio.
8. Será uno de los pioneros de este deporte.
Va a ser parte de un deporte en expansión. Su empresa va a estar en los cimientos del desarrollo y crecimiento del fútbol americano. Si se involucra con el fútbol americano en su fase primigenia, será más probable que tenga una relación positiva a largo plazo cuando el deporte se convierta en un espectáculo de masas. Gatorade, por ejemplo, ha sido uno de los patrocinadores más longevos en la historia de la NFL. Patrocinando a la liga desde 1983 – años antes de que se convirtiera en la competición más popular de los Estados Unidos – y hoy en día es la marca más comúnmente asociada con la NFL, la cuál ha crecido hasta ser la liga deportiva más rentable del mundo, con lo que Gatorade se ha beneficiado en gran medida de esta asociación.
9. Numerosas empresas multimillonarias ya forman parte de este mundo.
Marcas como Levis, Chrysler, Dodge, Swarco, Raiffeisen y New Yorker han entrado en el mercado del fútbol americano en Europa a lo grande. Cada uno ha sido el principal patrocinador de varios equipos en Alemania y Austria, donde el deporte goza de su mayor cuota de mercado. Equipos como los Swarco Raiders Tirol de Innsbruck, New Yorker Lions en Braunschweig, y los Raiffeisen Vikings de Viena han incorporado incluso a su nombre el del patrocinador. Lo que no solo es creativo, sino que supone una doble ganancia, tanto para el patrocinador como para el equipo.
10. Es una vía excelente de acceso a la comunidad de expatriados.
Muchas empresas se dirigen a los expatriados por su enorme potencial. Cuando la gente se muda a un nuevo país, a menudo no están familiarizados con el idioma, la cultura y las empresas radicadas en su nuevo hogar. Desde el momento de su llegada, se desarrollan nuevas afinidades con ciertas marcas y fidelidad a determinadas corporaciones. Empresas como ING han hecho todo lo posible para conectar con estas comunidades, entendiendo que todo el mundo necesita una cuenta bancaria cuando se trasladan a un nuevo país. No son los únicos que hacen esto – muchas empresas han elegido como objetivo a la comunidad de expatriados para desarrollar un vínculo económico con ellos tan pronto y con tanta frecuencia como sea posible. Prácticamente todos los equipos de fútbol americano en Europa tienen al menos un par de jugadores que son expatriados, ya vengan de Estados Unidos, África, Medio Oriente, u otros lugares de Europa. Esta es una gran oportunidad para crear un vínculo con esta comunidad, tanto con los jugadores como con los aficionados.
11. Acceder a un mercado nuevo e inexplorado.
El fútbol americano es todavía un deporte alternativo, con muchos aficionados que tienen poco o ningún interés en el fútbol. Debido a esta diferenciación, patrocinar al fútbol no le dará acceso a este grupo demográfico, ya que muchos jugadores de fútbol americano y sus aficionados, o simplemente no siguen las evoluciones del fútbol, o lo hacen de manera esporádica. Si no se involucra en ese deporte, se está separando de un segmento creciente de la población aficionada al fútbol americano. Muchas empresas que toman la vía fácil de patrocinar fútbol, están dejando de lado a una parte importante de la población que puede reportar pingües beneficios. Las empresas innovadoras que saben ver el potencial de crecimiento del fútbol americano son las que van a cosechar los mayores beneficios en el futuro.
¿Tiene algo más que añadir a esta lista? ¿Algunas de estas razones le parecen más irresistibles que otras?Puede dejarnos sus sugerencias en la sección de comentarios.
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