2024-02-03 23:42:37
When everything was set for Paolo Guerrero to sign his signature for the César Vallejo University, other options appeared in the poet’s portfolio; This, given the indecision of the “9” due to the hope that a foreign club will hire him.
According to Coki Gonzales, sports journalist, Guerrero did not accept the UCV’s proposal for the image contract with the betting house, Betsson.
And the thing is, League 1, like the poet club, has I bet on you as its official sponsor and that works against Guerrero, since he is prohibited from being the image of another betting house.
Despite this, the transfer was completed, since the UCV made the arrival of the “Predator” official through its social networks.
Richard Acuña, president of the poet club, said that Paolo Guerrero’s contract will be for all of 2024 with an option for two years. That is, he does not have an exit clause.
“It was important to take an extra step. We feel calm because we are not committing financial folly. It is a total management of the sponsors. We thank Paolo Guerrero for joining the project and the players who are looking forward to his arrival,” he said in dialogue with RPP.
His return to Peruvian soccer since he was in the youth team of Alianza Lima, generates a lot of expectations in relation to what the club can win and those who drive soccer: sponsorship, box office and TV.
It is important to note that, according to Eduardo Flores, a sports marketing expert, the club negotiates the sports contract with the footballer, as well as the image rights contract.
Therefore, the income from the box office, t-shirt sales and the increase in sponsors will go to the football club.
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Is it profitable for a club to hire a 40-year-old player?
By background, soccer players who had a successful career abroad come to Peruvian soccer to retire or show their game despite the years. For Eduardo Flores, director of Toque Fino, the national and foreign soccer players who arrived in the country at the ages of 38 and 39 performed and won titles with their team.
“At 39 years old, Guerrero became champion twice with LDU Quito,” Eduardo Flores told Gestión.
For his part, Luis Carrillo Pinto, CEO of Live Media, the signing of Paolo Guerrero to the UCV will be profitable for the poet club because it is one of the five most important in Peruvian sports.
“The first is the Peruvian team, the other three are shared by Universitario, Alianza and Cristal and then there is Guerrero, that is, he is the only player who is a brand as athletes, the rest are organizations,” Carrillo explained to Gestión. Pinto was one of the few who interviewed Guerrero after becoming champion with LDU Quito.
Likewise, he highlighted that Guerrero is still current and is a player with category, since he comes to Peru, being champion of the Ecuadorian league and champion of the South American Cup.
In that sense, he explained that his arrival at the club would bring benefits to the club and Peruvian football in terms of income and image.
For his part, Luis Carrillo Pinto, CEO of Live Media, the signing of Paolo Guerrero to the UCV will be profitable for the poet club because it is one of the five most important in Peruvian sports.
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Box office record
Although UCV does not fill the Mansiche stadium when it plays at home in League 1, with the arrival of Guerrero it is a fact that Mansiche’s 25,000 tickets would be used up in record time per game.
“For Vallejo, 25,000 tickets sold at a good price explode,” said Carrillo Pinto.
In that sense, he specified that if all Mansiche tickets are sold at a cost of S/ 80 per person, the club could raise up to S/ 1.5 million per official match. However, if we do a calculation for the 36 games that are played per year in the Peruvian tournament (not counting final instances), the UCV would earn S/ 54 million at the box office.
Paolo Guerrero played at the Mansiche stadium back in 2017, in a friendly with Paraguay, scoring a goal from a free kick. Tickets sold out in a matter of hours.
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T-shirt sale
In Trujillo there are 970,000 people and with the arrival of Paolo at the UCV, at least 10% would join the fever for the “Peruvian 9”. Therefore, the sale of t-shirts would be assured.
“If 100,00 people, Guerrero fans, buy the official t-shirt of the poet club, which can cost S/ 20 or more due to demand, there would be a profit margin of US$ 100,000 from additional sales,” explained Carrillo Pinto.
Likewise, he explained that the youngest people are interested in these shirts because they are Guerrero fans.
Other earnings. UCV will play in the South American Cup and with Guerrero playing as a starter, it generates a lot of expectations to obtain income to reach the final stages of the Cup.
“If Vallejo qualifies for the Copa Libertadores, being champion or runner-up of the South American Cup, Conmebol will pay you US$3 million (…) Guerrero not only contributes as a brand, but also as a team player,” explained the CEO of Live. Half.
In Trujillo there are 970,000 people and with the arrival of Paolo at the UCV, at least 10% would join the fever for the “Peruvian 9”. Therefore, the sale of t-shirts would be assured.
Patronage
The interest of brands in Guerrero is unleashed. His presence in Peruvian soccer, wearing the Peta shirt, would be an important business for sponsors.
“If there are three spaces to place the brand on the club’s clothing, each one should sell at least US$100,000 to US$150,000. Guerrero could have half a million in sponsorship sales,” explained Carrillo Pinto.
But, that would not be all, there would also be an increase in income from digital sponsorships. “There will be work on social media, campaigns with Paolo Guerrero being an image on his social networks through stories and that generates visits that can be transformed into money for the club,” said the sports marketing expert.
On the other hand, he said that commerce in Trujillo would benefit from the presence of Guerrero, it would even boost tourism in the province.
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Media Coverage and TV Audience
For Luis Carrillo, CEO of Live Media, the press coverage that the UCV has generated for the hiring of Paolo Guerrero has been important, since without having played a minute, it is likely that he has generated US$ 1 million per bounce in the media.
In addition to this, the sports marketing specialist specified that the UCV confirmed in Guerrero that soccer is its most important asset, since he considers that the institution entered the sports business for two reasons: visibility and political issues.
“The UCV belongs to a family that owns a political party, and entertainment benefits its image,” said the CEO of Live Media.
Internationalization of the club. Guerrero is known throughout South America, since he left his mark as champion in Brazil and Ecuador. In that sense, international media are always expecting where Guerrero can play now.
“The UCV will be seen throughout South America, since Guerrero is one of the few soccer players who are asked for interviews by international media such as ESPN, TNT Sports, among others,” said Carrillo Pinto.
According to the sports marketing expert, Guerrero can move around US$ 2 million per audience on TV (Liga 1 Max). “That will be decisive for Vallejo to have a better television contract for next year,” said Carrillo Pinto.
For his part, Eduardo Flores, maintained that the poet club does not have much press and the arrival of Guerrero “would be a great midfield goal,” since it attracts sponsors, interest from sports media and people become fans of the club because of Guerrero. .
For Luis Carrillo, CEO of Live Media, the press coverage that the UCV has generated for the hiring of Paolo Guerrero has been important, since without having played a minute, it is likely that he has generated US$ 1 million per bounce in the media.
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Can any club afford what Vallejo offers?
According to information from Willax Deportes, the UCV would be offering Paolo Guerrero more than US$100,000 per month, a figure higher than what Christian Cueva earned upon his return to Alianza Lima. For Luis Carrillo Pinto, there is no other Peruvian club that today can pay what the poet club is offering for the Peruvian “9”, why?
“The only one who can risk paying that amount of money is the Acuña family, since they are owners of a university that is present at the national level,” said the CEO of Live Media.
In addition, he added that his hiring by the Trujillo club revalues the UCV brand, since it has always been questioned due to political issues. “Guerrero will give status to the club.”
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