Famed club goes global with wines, diapers, coffins - 2006-04-12 - Chinadaily.com

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.

He said Boca fans will stop at nothing to show their allegiance.

"Money is not the issue: rich or poor, win or lose, they will always stand by their team," Mayo said.

Nonetheless, not all the club's attempts to build its brand have won over the fans. A local Boca TV channel was short-lived, along with a theme bar.

The club continues to work on new projects, however.

A few days ago, Boca announced plans to give its image to a cell phone company, and it also has plans to start construction on a private neighborhood and a cemetery in greater Buenos Aires.

Although the club's marketing plan is ahead of other popular Argentine teams like River Plate, Racing Club and Independiente, it is still lags behind the trends of teams like Real Madrid, which earned euro124 million from its global marketing efforts in the 2004-05 season.

"We want Boca to be a world brand," said Boca president Mauricio Macri, whose team has played friendly matches in Asia and also has close ties with a club team in South Korea.

Currently, fans can find Boca shirts in sport stores all over the world. In New York, a local Nike store dedicated a window display to Boca, featuring photos of fans and memorabilia explaining Boca's history.

Similarly, millions of tourists to La Bombonera stadium and pay US$200 (euro165.22) to see a match, and take a tour of the Boca neighborhood and museum promoting the "Boca sporting passion."