Teki and Zanussi fever has passed | Relief

The commercial sponsor today lives under suspicion. When approaching football, you have to take calculated risks as the jersey continues to be one of the hottest and most relevant showcases for any brand. The problem is that client is saturated. And that’s right. According to various studies, we receive advertising exposure every ten secondswhich is equivalent to 6,000 daily incentives. Except, the fan is no longer interested in the companies that occupy the front of his favorite pieces of fabric. He has lost his innocence. He decided that the sponsor (read in a very serious voice) was dirtying the sacred shirt. So, is the return of the corporate image a priori lost? Will Sharp always be better than Chevrolet, Opel more attractive than Emirates, Carlsberg more memorable than Standard Chartered? The latest changes in clothing show greater flexibility and cunning on the part of sponsors.. Did they learn their lesson too late? And with all this, how did they penetrate our lives?

The concept of a uniform arose simultaneously with football in the mid-19th century. In English public schools, football is becoming a popular alternative to cricket, which cannot be played in the rain during the winter months. The first competitors wear white pants (called crickets), matching scarves, hoods and caps to distinguish the teams. The success of this hobbyoriginally intended for the middle and upper class, appeals to the working class who cannot afford to hire a tailor. The high cost of clothing creates unsustainable visual chaos. Differentiating players involves regulating clothing. The first mention of social colors dates back to 1857, when the Dean of Sheffield Football Club decreed that each side should use an identifying uniform.

The old football player had neither time nor money for fashion. For decades, clothing followed functional criteria (primary colors to represent the main characters) and economic criteria (white, simple clothing, affordable and easily accessible). There were few stylistic concessions.. In 1915, the Corinthians introduced the mythological “striped mantle” and became the pioneers of the striped image. And in 1933, visionary Herbert Chapman introduced contrasting sleeves to his arsenal. The attention to detail increased very little by little. The lace-up crewneck was replaced by a stylish polo collar in the 1930s.

Bibs were created after the war, and some manufacturers such as Umbro or Bukta introduced synthetic fabrics, short sleeves or a V-neck in the 1950s. The general trend up until the 60s was essential clothing.. The shirt was untouchable… for a while.

Football advertising, love story

Since the 70s, clubs began to see clothing as a business opportunity.. In 1967 Boca Juniors became (probably) the first team to include advertising in their clothing. Soft drink company Crush sponsored the Xeneize sports town, and leaders suggested extending the deal to apparel. The advert popped onto the pitch via pre-match hoodies emblazoned with Crush. The entire 90 minutes were still played in clean shirts. After this decision, Boca president Alberto José Armando left a warning phrase: “At first they will criticize me, but then, as always, they will have to follow me.Ten years later, this was done by Estudiantes de Buenos Aires, which showcased Caja Cooperativea de Caseros in 1978, and Argentinos Juniors, the protagonist of a peculiar marketing maneuver in 1979. Considering difficulty keeping Maradonaalready champion of the youth world championship, the La Paternal club managed make money and scare away European clubs who were knocking on the door 10. The military junta opposed the departure of Diego, a consummate propaganda tool, and arranged for the state airline Austral to appear discreetly on the jackets of Maradona and company.

In Europe, France broke the ice with Rennes, who won the 1971 Cup final, declaring Vichy Saint-Yorrenatural water company that sponsored the tournament. Its rival Perrier doubled down a year later, appearing on both finalists Marseille and Bastia. In 1973, the German Eintracht Braunschweig showed off the first changed logo after signing a contract with Jägermeister.. It took ingenuity to overcome the restrictions of the German Football Association, which allowed only one item of clothing to be used (previously, each club’s crest). To integrate the signature deer, the partners approved a change to the shield, which was identical to the spirits company’s shield, except for the initials E and B. Bundesliga concludes commercial agreements for fear of hidden fees and 73-74 started with synergies such as Hamburg x Campari, Eintracht Frankfurt x Remington or Bayern’s long-standing collaboration with Adidas.which began as a technical and commercial sponsor of the Bavarians.

Progress usually occurs between genius and courage. In 1976, modest Kettering Town English has teamed up with a tire company Kettering Tires. The English Federation was forced to withdraw advertising jerseys, but the club and company have added the not-so-subtle Kettering T jersey. stating that the T is for the city, not the tires.. Nice try and fine of £1,000. In England, football and television took years to understand each other. The BBC and ITV refused to broadcast matches in which uniform advertising was used.That’s why the teams were dressed in impeccable clothes in front of the cameras. Sponsorship reached its economic potential in 1983. The green light from the media increased the value of contracts and confirmed a paradigm shift in the industry: clubs could fill their coffers with two income streams: technical and commercial sponsorship.

Italy and Spain joined the party in the late 70s and early 80s.. In the 78-79 season, Udinese placed the logo of the ice cream company of its president, Teofilo Sanson, on the trousers, since the regulations only covered a T-shirt. FIFA intervened after a few games, but the path seemed set. He Perugia wore the first promotional shirt in the 79–80 Coppa Italia match.

. To finance the signing of Paolo Rossi, President Franco D’Attoma signed a contract worth 400 million lire (about 206,000 euros) with pasta manufacturer Ponte. In an extravagant attempt to comply with the rules, he created a fictitious company. under the name Ponte Sportswear, which will act as technical supplier. FIG revealed the trick and ordered the removal of the symbols from clothing, but neither punishments nor fines stopped D’Attoma’s commercial momentum, which included the Ponte brand in pre-match jackets, training clothes and every conceivable corner of the Renato Curi stadium. As in Germany, the Italian Federation took note of the uncontrollable situation and liberalized sponsorship at the beginning of 81-82..

By then RFEF discussed with clubs modern topics such as profit sharing in pools or advertising on T-shirts. In one intense build from 1981renowned as Barcelona, ​​Real Sociedad or Real Zaragoza voted against. and Valencia, Athletic or Sevilla abstained. However, 82 votes out of 124 present confirmed the advertising on the clothes.. The federation has set conditions such as wearing the uniform at the front, avoiding religious or political references, not advertising tobacco or alcoholic beverages and verifying sponsorships 48 hours before taking to the field. He Santander Racing premiere T-shirt decorated by Teka in December ’81.visiting with curiosity real Madrid which in 1982 would become the second Spanish club sponsored under a contract with Zanussicompetitor Teka, with an annual income of 100 million pesetas (about 600,000 euros).

Atlético-Colombia: a visionary agreement

Much has been written about sponsorship, almost always in an ironic tone. Atlético Madrid With Colombia Pictures. In August 2003, the colchoneros signed a bizarre agreement to have the production company’s releases appear on T-shirts in exchange for €3 million a year for four seasons (which ended up being about two). Up to 30 films were announced in the red and white jersey during an unprecedented alliance in the world of football. Athleti x Colombia started out as funny, began to cause a slight blush, and remained an eccentricity of the past or a collector’s whim.. However, recent deals like Barça x Spotify or Inter x Paramount are putting this crazy sponsorship into perspective. Perhaps halfway between serendipity and business vision, the truth is that the idea of ​​dynamic advertising has struck an interesting chord.

As for modern contracts, there are significant differences. The main one is that Atlético did not lead the collaboration, as Inter or Barça, among other dynamic clubs, do in part. The athletes relied on the premiere’s crazy title to decorate their clothes with copy-paste. “Anacondas”, “Two Busty Blondes”, “The Punisher”, “Crazy Christmas…” Now the frequency is measured, the artist or movie cameo match is planned with the corresponding match, and the insertion of any symbol on the shirt is measured in detail.

If we analyze sponsorship beyond guaranteed cash, Paramount or Spotify are ideal travel companions. In a hostile context for brands doomed – read in a very, very serious voice – to dirty the sacred shirt, the entertainment service lacks the stigma attached to bookmakers, crypto companies or opaque government-sponsored sponsors.. The Swedish streaming giant also has a “high-performance” logo, as trade magazine Brandemia noted, breaking down the ideal symbol: simplicity, balance, legibility, distinctiveness, scalability, breadth. By collaborating with Barça, Spotify knows how to adapt and not imposeFor example, its characteristic green color. There is harmony in the clothes, and there is also a ringing effect between sponsors? You would say yes.

It is no longer news that of the three symbols inhabiting the shirt, the secondary ones reduce their volume, while the main one shines with its own light. Prominent shield, sponsors in the background. Yes, this is an optical illusion, but also a symptom of commercialized football, whose consumers cling to any symbolism. Puma x Olympique de Marseille, Kappa x AS Monaco, adidas x Colombia or Castore x Bayer Leverkusen bring back the essence of the monochrome shape. This is an anniversary garment, but we prefer to see the logo half full. The single color kit burst onto the market with good intentions.like any trend, but soon forgot the reason for its existence. The trick has led to paradoxical shirts in which the shield is off and the sponsor is on (phone number: Kappa x Real Valladolid x Estrella Galicia or Umbro x West Ham x Betway).

brands They are beginning to be more flexible in the use of their corporate symbols. Finally understand their role as intermediaries, intermediaries. Even untouchable logos give way, as Red Bull swaps its usual red for blue on the Leeds visitor. Sponsors know they will never become Sharp, JVC or Die Continental. They are the bad guys in a very expensive movie and they take on their role. We’ll see more and more matching T-shirts.with a focus on what is needed, on a shield that is important (obsessed?) with the client. The companies will do everything they can to keep the nearly 60-year-old Crush alive.