Madrid (EFE).- Goalkeepers Thibaut Courtois and Misa Rodríguez, from the Real Madrid men’s and women’s first team respectively, lead a new commercial campaign for the club, in a new initiative that brings together the two teams and that with the extra participation of Dani Carvajal, the Frenchman Aurelien Tchouaméni, the French Naomie Feller and the Danish Sofie Svava, promote not only the impact in Spain but also in the international market.
Courtois and Misa symbolize the symbiosis of the new philosophy of the sponsoring companies that seek not only the traditional male market, but also implement their strategy including the female team in their advertising projects, with the aim of having a much broader return and a more efficient arrival to your potential customers.
In this case, within the skin care sector, through science and innovation. Goalkeepers and defenders from both teams, male and female, have been chosen to share the limelight.
«The universe of players that best suited us were them. We were looking for defenders to launch the message of ‘technology to defend the skin’, and, being goalkeepers, it was very important to be able to count on Courtois and Misa,” Eloisa Vega, director of sponsorship for Cantabria Labs.
“In addition, we were looking for different nationalities and races, since they are global products and for any type of skin,” he said.
A campaign in which “science” is the word that is repeated the most. “We are science, we are a laboratory, and we want to capture that in the ad. The position with Real Madrid is science and innovation,” Leticia Sánchez Valer, director of communication and sponsorship activation, told EFE.
«Real Madrid does not choose you by chance, they have a fairly wide portfolio of sponsors. We go with a very clean, skin science message; awareness », he expanded.
An agreement that, despite launching its announcement this week, was born last July, has a duration of at least three years and one of its objectives is to take advantage of the international projection of Real Madrid.
«In the Latin American market, the Mexican one, above all, they are crazy about this agreement. In addition, figures like Modric have made Croatia more interesting… we are seeing how it responds; but China is also one of the most powerful markets, this agreement helps us activate a lot there”, said Eloisa Vega.
In addition, at the campaign presentation event, the company explained some of its economic data, such as the total income of 296 million euros in 2022, with the aim of increasing this figure to 500 in 2027, and of which they invest a 12% in Research and Development. Eloisa Vega also pondered the presence of women in the company, with 642 among the 1,004 workers that make it up.