Jon Aristu |
Pamplona (EFE).- Jagoba Arrasate’s team works on and off the field. His players are close. They know the influence of sponsors on their salaries. They visit the facilities of local companies that invest in Osasuna. The general director of the club, Fran Canal, explains this emotional bond to EFE.
Osasuna published a video a week ago in which you could see how the rojillo player Abde, on loan from Barcelona, not only “faces” well on the pitch, but also with a tractor on a farm.
It did so at the Lacturale facilities, one of the main sponsors of the Navarrese club, where the players came to find out how this brand of dairy products manufactured in the Autonomous Community works.
Visit to the Lacturale farm
The general director of Osasuna, Fran Canal, explained in statements to EFE, how this visit by the staff to the Lacturale farm was conceived: “Normally when a local sponsor from the geographical area of Osasuna reaches an agreement with us what is sought is that somehow reach a maximum degree of relationship with the Club.
It is not only about selling them advertising media such as the shirt, the billboard or the box, but also having a certain relationship”.
“This is part of this club,” explains Canal. “Historically we have been a close club and what we are trying now is that those values, at a time when football is reaching a certain distortion, what we are looking for is the complete opposite that they continue to be a sign of Osasuna”, he adds.
The Navarrese club allows brands to use its facilities for events of their own company, but “it is also quite frequent when they are companies that have facilities that attract attention, such as Lacturale or Verleal”, to reach agreements so that “once a year they organize a day to visit the facilities and a meal with them.”
Involving the staff is not part of the agreement, according to Canal, but it is “a matter of habit, we usually do it that way.” “The squad knows that these types of events are organized by the club with important sponsors and they are delighted to maintain that relationship with the sponsors and the club, in this sense we have never had any problem”.
In events of this type and as can be seen in the video released by the club, “what people try to do is have the best possible time. The opportunity to spend a day at the farm or at the Verleal facilities (frozen from Navarra) is a reason to relax and have a good time for the players, it is fun for them and it is an experience for the squad”.
“What we want when a sponsor invests in us is for them to feel comfortable, for them to also receive important inputs, not only Osasuna’s presence on social networks, but also for them to feel that Osasuna is part of their company and that we are delighted to know how your company works and it is a source of pride”, says Canal.
Osasuna, betting on local brands in its sponsorships
Osasuna normally does this type of act with sponsors or nearby brands and as long as the “ideal conditions” exist: “What is clear is that the players have to be willing to participate in the activity. It is not about the selection of sponsorship being made for that counterpart, it is the other way around, we make ourselves available as long as the ideal components are given ”.
Osasuna has spent years betting on local brands in its sponsorships. In recent years they have been Lacturale, Kirolbet or Verleal, the brands that have worn the elastic rojilla. Next season Verleal will focus on sponsoring the women’s first team and Kosner, an air conditioning and air conditioning brand that is distributed by a company from Navarre, on the men’s team.
“For us it is a pride to be able to show off companies from the area in our sponsorships and at the moment we are lucky that it is probably the historical moment in which more different companies from the area are wearing our shirts of the different teams, men’s, female and lower categories ”, says Canal.