As Financial Director, Albert Amat lived the best sponsorship years of the club and reveals how a move attracted new sponsors for RCD Espanyol
Albert Amat, Financial Director of RCD Espanyol, has been linked to the blue and white club for more than a decade. We talked to him today about this team’s sponsorship policy. In this case, a move attracted new sponsors for RCD Espanyol, although the strategy, regardless of what it can give at any given moment, must be well defined.
In recent years, RCD Espanyol increased its sponsorship numbers a great deal, especially in 2006 and 2007, when professionalization occurred in football in all sectors.
At the marketing level, a strategic plan was implemented that consisted of working with the main sponsors in promoting aspects such as brand, hospitality, and business development. That allowed us to go to large, prestigious companies with solvency in the sector and thus to demand a greater economic contribution.
Every year we conduct an external study of the return on investment of all advertising assets that allows us to demonstrate that the return is good and provide us with stability over time.
In our case, it coincided that Espanyol inaugurated its new stadium in 2009 and that has made it possible for us to have more publicity assets that other clubs, which in spite of today’s market and the financial crisis in Spain, make it hard to maintain sponsorships, and these new assets have enabled us to maintain in a turnover.
Criteria for sponsorship selection
There are 3 main criteria:
- The prestige of the brand itself: that does not devalue the global agenda we have for sponsorship.
- Exclusivity in the sector: we try to maintain a brand of prestige associated to football. A brewery, which in our case would be Damm; a soft drink or insurance company, a banking entity… And this exclusivity obliges not to go to another brand.
- Solvency: it’s important to maintain a level that corresponds to the assets’ worth and give us a longer period in time. We are not seeking an annual contract, but stability in our sponsorship program.
“RCD Espanyol has increased its figures in terms of sponsorships, mainly around 2006 and 2007, where the football market has experienced a professionalization in all sectors”, says Albert Amat, expert speaker of the Postgraduate Diploma in Sponsorship.