2023-09-24 06:45:29
In Argentina, Boca and River t-shirts are one of the most sought-following products on Mercado Libre so far in 2023. In Brazil, the same thing happens with those of Flamengo and Corinthians. The most sought following thing in Colombia is the official ball of the tournament. In these statistics – and in a 423% growth in football items sold on that platform during the first half of this year – the new commercial strategy of the unicorn created by Marcos Galperín, the richest Argentine businessman in the world according to the magazine, can be explained. Forbes.
There is another way to stimulate the algorithm: for the logo to appear in the most viewed matches throughout the continent. Starting this week, Mercado Libre will be the new official sponsor of the competitions organized by Conmebol. The one that matters most is the Libertadores, which this Thursday will offer Boca-Palmeiras in the semifinals, but will also be in all the others: the Sudamericana, which has Defensa y Justicia in the semis, the women’s Libertadores and the Recopa.
The novelty will be measured these days among the 138 million people with an absolute audience on TV and the 40 million who watch the cups online. It is likely that the new agreement will modify some customs or scope related to sports sponsorship. When it was announced at the Sports Summit Leaders event, the multinational of Argentine origin recognized that there was something that was wrong: “The sponsorship model in football is walking around the world like a zombie,” said Marketing Manager Sean Summers. (“Chief Marketing Officer” in business terms) of Mercado Libre. And he added: “It doesn’t work for most of the brands and it doesn’t work for many of the clubs. Brands and clubs don’t know how they are going to measure success. It is not clearly measurable. A relationship of partners must be established that is useful for both parties. “The sponsorship conversation like in 2004 no longer works.” Just as it designed a tailored labor agreement for the staff of its Tapiales distribution center, Mercado Libre now wants to rework the architecture of sports sponsorship.
What will he do then? Although neither party wants to reveal the terms and conditions, within the company they say that there will be occasional discounts for fans and “emotional experiences” with audiences. In Luque, they slip that there will be “more creativity”, but without further details.
As happens with communication and the hyperfragmentation of content, the only thing that is clear is that this aspect of the football business is also changing all the time: Mercado Libre’s sponsorship with Conmebol follows that logic. Beyond the novelty or creativity that the agreement implies, the South American football organization is celebrating a new million-dollar contract that will continue to increase its revenue. In 2014, Conmebol raised 99 million dollars per year. In 2023, the estimate is 511 million.
It is not Mercado Libre’s first experience in football. In 2021, the e-commerce giant became the main sponsor of Flamengo, the most popular club in Brazil and one of the protagonists of the latest editions of the Libertadores. This year, in the other most tempting country to expand its reach, Mexico, the Chivas de Guadalajara have the logo of Mercado Pago, the financial services app, on the front of their shirt. The Argentine unicorn already had two of the most popular teams in the region: now it will sponsor the entire region. And it will also go beyond football: a few weeks ago, according to what journalist Gustavo Veiga said, Galperín partnered with businessmen Rolando Koni Strazzolini and Alejandro Macfarlane to buy the Sharks franchise of the Major League Rugby in the United States. Joined. The Sharks will use Messi’s Inter Miami home ground. An approach that, like everything he does, does not seem to be casual.
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