Ronaldo part of Real's global marketing plan

Sports & Recreation
Pages 2 (502 words)
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Carefully scrutinizing Real Madrid's marketing plan for the past years, we are untitled to believe that the soccer team is not only aiming to recognition of its talented members. After Zinedine Zidane and Luis Figo, Ronaldo joined in 2002 the bench of the famous team.


Florentino Perez, director of the club, even admits it in the article: "One of the most important things for Real is its image". In this context the investment of US$44.25 million to transfer Ronaldo from his former Italian club Inter Milan seems nothing in regards of the foreseeable benefits of the arrival of the player. Perez adds: "We will begin selling shirts bearing the player's name immediately and we are sure there will be a massive demand. In five years we want to be in every country in the world." The statement proved to be true the very day Ronaldo signed his contract with Real Madrid. The player went to sign his shirt at the Real's boutique and broke all the records of soccer shirts sales in a day. A Ronaldo shirt costs 75 a piece. No Surprise Perez believes he will get his money's worth.
Florentino Perez' strategy is obvious. He brings soccer stars from all around the world and offers them to the public. Who doe not want to see the best players of the world put together in a "dream team" Thus the skyscraping benefits of the shirt sales. However products with the Real Madrid logo are not the only source of major income for the club.
With the arrival of Ronaldo, the team signed a commercial agreement with Siemens to bear the name of the mobile firm company on the team's shirt. The market share of Siemens has grown from 17% to 21% in one year. ...
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