Every time I hear talks about the millionaire advertising contracts signed nowadays I realize about the huge amount of money this sport produces and I think it is losing its true essence and becoming an advertising platform.
Let´s do a recap of how it all started and where it is at nowadays.
Back in 1973, Eintracht Braunschweig, former Bundesliga team, was going through a large economic crisis and needed to get out of it no matter how. A well-known liquor company heard about it and decided to make the team an offer to wear its name and logo on their jerseys. You will not believe what company did that. No other than JÄGERMEISTER! The club´s fans did not like the idea but the situation they were going through made them accept. The popular alcoholic drink signed a contract worth 100,000 German Marks per year (around €28,000) becoming the first company to sponsor a football team.
After doing some research I have been able to find out that Real Madrid did not wear any sponsorship on its jerseys until 1982, Atletico de Madrid would follow them 4-5 years later, and many years later in 2006 FC Barcelona.
I must say that it is not something I dislike, since I believe many clubs could use additional income to cover costs. What I do not agree with is what is happening nowadays. I am talking about wearing advertisements on the jersey´s front, back sleeves, as well as shorts, socks and even the inside part of the jersey!
However advertising goes beyond football jerseys. We can find advertising on the signs around the pitch, on the electronic scoreboards during substitutions and while showing the aggregate time, and even on the stadiums´names.
Is it Marketing? Are there teams in such a need for money? Is football the new Formula 1?
I do not know the answer but I think it is too much. During Euro Cups, World Cups, and Olympic Games it is not allowed to wear advertisements while playing and the logo of the brand that dresses the players cannot be larger than the size established. I understand these are not private clubs and that national teams also have sponsorship contracts but at least we do not see their uniforms full of advertisements.
What do you think about this matter? We look forward to read your comments!
