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Real Mallorca expands Commercial reach wiht Marketing event
Real Mallorca continues to expand its commercial operations.As part of the RCD Mallorca Business Club program, the club hosted a marketing event on Thursday titled Marketing that Connects: Territory, Data and Emotion. the event featured panel discussions with marketing directors from brands partnering with the club, including Damm, Isdin, Sur Europa Hyatt, LaLiga, Kings League, and Sports Emotion.
Key Discussion Points and Andy Kohlberg’s Insights
The event focused on themes of loyalty, desire, and differentiation. Moderated by Rubén forcada and Marc Menchén, the discussions were attended by RCD Mallorca President Andy Kohlberg, alongside CEO of Business, Alfonso Díaz. Kohlberg concluded the event with a speech reflecting on his personal and professional journey.
Kohlberg drew parallels between his career as a professional tennis player and his leadership of the club. “In my career, I faced number 1 players, and the difference between them and normal tennis players was the dedication and commitment to the activity they practiced,” he explained.
Balancing Profit and Sporting Success
Kohlberg highlighted a key difference between running a sports club and a conventional business: “The biggest difference between a company and a football club is simply the economic benefit.” He emphasized the dual objectives of success, stating, “In a club, you have two objectives: you have to win and make a profit, and sometimes that comes into conflict. Many times you will want to sign a great player who will win you matches but will make you lose money.”
The Importance of Fan Loyalty and Player Management
He also addressed the challenges of managing young players, noting the difficulty in predicting their behavior. Kohlberg contrasted the approach to sports in the United States, where entertainment and spectacle often take precedence over winning, with the deep-rooted passion for football in Spain. “In Spain, loyalty to a club is generational and for life, you can’t change teams,” he stated, underscoring the unique connection between Spanish football clubs and their supporters.
Key Takeaways
- Real Mallorca is actively strengthening its commercial partnerships through events like the “Marketing that Connects” initiative.
- The club recognizes the tension between sporting success and financial profitability.
- Fan loyalty is a crucial element of the Spanish football experience, differentiating it from other markets.
Worth a look