They put on the shirt: the fight between the brands in the Copa Libertadores | TRENDS
The brands that dress the clubs, on the other hand, have already started a separate game: that of the presence they will have through the media when it is their turn to play their sponsored.
This competition, however, already has two clear dominators: multinationals adidas and umbrian (see infographic). The objective to be achieved, like that of his sponsors, is to reach the last game, which has a potential audience of 5,000 million viewers.
Regarding the same report, but prepared in 2019, the brand Nike it went from sponsoring six clubs to only one. In this case, it is a Peruvian team, Alianza Lima.
A year ago, the American brand was in first place, followed by Adidas, which had five sponsorships.
But this year two big clubs, Boca Juniors from Argentina and Internacional from Brazil, stopped wearing Nike clothing and signed a contract with the iconic three stripes of the German.
Likewise, a Peruvian brand, New Athleticwill be present at the tournament in the Binacional uniform, which debuts in the cup.
This fight for more presence on the playing field is not from today. Over the years, brands have opted for those clubs that best represent their values and that can help improve their exposure in the media to find new customers.
In this sense, between the years 1981 and 2019, Adidas was the brand that best invested its sponsorship. The teams that wore their logo reached the final of the Copa Libertadores 10 times, according to the report by Planeta Fobal.
Also in this ranking, the Argentine-Brazilian brand Topper appears six times as sponsor of the champion of the competition. The last time they “won” a title was when San Lorenzo de Almagro won the title in 2014.
Similarly, Nike has six “cups” on this list. The American brand managed to reach a final and win it when Atlético Nacional de Colombia was crowned champion in 2016.
The English Umbro, meanwhile, appears four times in this count. This year, with six sponsored, he is more likely to approach Nike.
Finally, the top 5 is closed by the Brazilian brand Penalty.
Other firms that appear on the list are Reebok, Hummel, Lupo, Kappa, among others.
279 soles is the price of the Flamengo shirt, current champion of the Copa Libertadores. The one from River Plate, on the other hand, costs S/ 229.