BUENOS AIRES, Argentina - From a line of exclusive taxis to fancy wines
and coffins, die-hard fans of Boca Juniors can pledge their devotion till the
end.
As part of the soccer team's latest plan to boost its brand name off the
field, Boca is offering fans more than 500 items adorned with the club's popular
shield.
From shirts to credit cards, cell phones, fine jewelry, diapers and
computers, there are items to meet every fan's fancy. For as little as US$200
(euro165.22), fans can even purchase a coffin with an engraved Boca shield.
During the last 10 years, the club has built up Boca's brand, following the
model of Real Madrid and Manchester United, two teams who have mastered the art
of combining soccer and business.
Boca is hoping to match the success the team has had on the field _ five
Argentine titles and eight international trophies since 1998 _ with prowess in
business.
The latest promotion is part of the club's ultimate goal to go global and
increase upon its annual gains of about US$10 million (euro8.26 million).
That does not include the clubs profit from selling players, such as the
recent sale of Carlos Tevez to Corinthians for US$19.5 million (euro16.11
million).
"For the first time we have designed a marketing plan in the club, something
unprecedented for Argentina soccer. We see the potential of business," said
Orlando Salvestrini, a representative from Boca Crece, the business that is
managing the club's image.
This is a multinational promotion of the Boca brand. The club, which already
has 250 licenses with companies, has attracted business of all sizes, including
a major credit card company, a sports apparel manufacturer and a tire maker.
Still, many say that the key to Boca's brand success is the team's many fans.
Businessman Roberto Mayo, who brought a fleet of 200 Boca taxis to the
streets recently, said one fan asked for 15 Boca taxis to wait outside a church
and honk their horns when the bride and groom exited their wedding ceremony.