It is a one-hundred-year-old, valued and well-known brand in Spain and abroad. The Atlético de Madrid Club has been carving out a well-deserved stature throughout its history and for many years this stamp of quality has been recognised by many institutions and organisations. Last December, the institution reaped the rewards of their work when the Leading Brands of Spain Forum unanimously approved that Atlético de Madrid Club join this important institution. This incorporation -that was already official- was presented in front of the media in an act that took place in the VIP room of the Vicente Calderón Stadium Wednesday, 2 April.
Throughout this presentation Don Enrique Cerezo, Chairman of Club Atlético de Madrid, Don Alberto López Viejo, CEO of Sports in the Community of Madrid, Don Miguel Otero, Managing Director of the Leading Brands of Spain Forum, Don Mario Buisán, Managing Director of Investment and Information of the Spanish Institute of Foreign Trade (ICEX), and Don Ignacio Niño, General Coordinator of “Madrid Global”, Strategic and International Office of the City Council of Madrid.
Don Enrique Cerezo opened the act by declaring “we are filled with pride and satisfaction to include the Atlético de Madrid Club in the prestigious Leading Brands of Spain Forum. This incorporation means fair recognition at an institutional level by the Leading Spanish Brands and Public Administration (Ministry of Industry, Ministry for Foreign Affairs and the Institute of Foreign Trade) towards the Atlético de Madrid brand, considering it to be one of the main ambassadors of Spain’s image abroad. We are convinced that today will be a new starting point in the development process of the Atlético de Madrid brand”.
Cerezo explained that “the Atlético de Madrid Club has followed an outstanding marketing strategy in the establishment of marketing policies that has cultivated loyalty on both a national and international level, carrying out many studies that have been a reference all over the world and for prestigious universities in respect to this theme. The hundred-year-old history of the club that has won many titles, has meant that it has received support from major, respected multinationals, such as de KIA, Nike, Kyocera, Coca-Cola, La Caixa, Asisa, Hugo Boss, El Corte Inglés and Mahou”.
One aspect that Don Enrique Cerezo stressed is “the presence of big name international players, who are brand images for their country and who have made up part of the design that also justifies the globalisation of our brand”.
The club’s Chairman expressed “the responsibility” that comes along with belonging to the FMRE, adding that “being an Ambassador of a Leading Brand in Spain is also an enormous privilege. In almost 105 years of history, the name of Spain and Madrid has travelled around the world accompanied by our institution. Sport and more so football are very valid tools and perfect to boost our brands in other countries. Therefore, the direct link that can be established between football, companies and countries will always be effective promotional strategies”.
The Chairman of Atlético de Madrid mentioned a series of details “that highlight the true dimension of the sector within our economy. To start with, the “football effect” contributes to an overall production of 4 billion euros, and, indirectly, this figure surpasses 8 billion euros. All of this makes up 1.75 of the national GDP and 2.5 of the service sector. It would be interesting to carry out a serious and thorough reflection on the importance of this phenomenon as these are amazingly high figures, in which the administration, the institutions, clubs and the media participate.”
Don Mario Buisán, Managing Director of Investment and Information of the Spanish Institute of Foreign Trade (ICEX), was delighted at “the incorporation of the Atlético de Madrid Club to the FMRE, because I have been a rojiblanco (nickname for supporters of the club) since childhood. I want to point out that in the last few years Spain has entered an important process of globalisation with investment in foreign markets growing steadily. I hope that the Atlético de Madrid Club has presence all over the world and as a result promotes a positive image of Spain. The club has all our backing for its promulgation abroad””.
For his part, Don Ignacio Niño, General Coordinator of “Madrid Global” Strategic and International Office of the Madrid City Council, emphasised “it is important that Atlético de Madrid be included in this forum as it is such a prestigious club. From the City Council’s point of view, we want to make this a leading city and to do so we need members and partners and two of them are Atlético and the FMRE. The Atlético de Madrid brand is solid and of major importance for the city of Madrid, with which it shares many values. It would be a great element for the Madrid 2016 candidature, as the city would take a step closer to being a city of international stature.
Everything it does has considerable media consequences. I want to summarise that the Atlético de Madrid Club has a brand; it is one of the leading brands in Spain and UEFA features it on its website, emphasising its great appeal”.
Meanwhile, Don Miguel Otero, Managing Director of the Leading Brands of Spain Forum, stressed “”The Atlético de Madrid Club joining the forum is a proud moment for us as they are one of the leaders in terms of the business side of football. For me the association between brands and sport is basic””.
After a promotional video of the City of Madrid was broadcasted that was shown in China, Don Alberto López Viejo, CEO of Sports in the Community of Madrid closed the act. He stressed that “I consider that it is a good move the club joining FMRE, because it rewards its history, sporting success and good management throughout the years, especially on a marketing level. The Atlético de Madrid brand is loved and appreciated, and so I congratulate it and encourage it to follow the same path. It is a brand that generates affection among Spanish people. The Atlético de Madrid Club grows every day and is a credit to the Community of Madrid and to Spain””.