#RiverVuelveASerRiver
For our last day in Argentina our group visited La Monumental, home of the largest and most prestigious Argentine soccer club: River Plate.
We first listened to a marketing presentation given by Luis Nogaro. Being a passionate fan of the club, Luis' enthusiasm was immediately felt as he described what is like to work for his favorite team. Luis was brought in a couple years ago to help River get back on track after experiencing 15 years of poor management and results on the field. "River returns to be River" is the slogan above and is the main propaganda that Luis and his team has implemented through multiple marketing channels to regain financial, competitive and emotional stability back to the club and its fans. With such a rich history having won a total of 35 national championships, Luis knew that success was achievable, no matter how difficult the path would be. Since the change in management and marketing strategy in December 2013, River has already won titles including the Copa Libertadores, the equivalent of the champions league for South America and was able to play against Barcelona for the Club World Cup last month. Off the field, the club saw their revenues nearly double with an increase in $120 and their budget doubled up to $760 million. Reaffirming the philosophy by connecting players with the club's values was the most difficult task for Luis. One example of the club's values is education, where players are not allowed to ever reach the first team if they do not finish high school. These rules, coupled with inspirational and promotional advertisements and other marketing strategies have reconnected the club back with the fans and success.
The second part of our visit was a tour of the museum, stadium and field. The pictures do not do this stunning stadium justice. Our tour guide Patrick was also one of our most passionate presenters on this trip so far and did a great job reiterating the importance and history of the winningest club in Argentina. Being a soccer fan and the amazing job done by Luis and Patrick, this visit definitely will be one of the highlights of my SIE experience.
¡VAMOS VAMOS A LA RIVER PLATE! ¡VAMOS VAMOS A LA RIVER PLATE!
Matt Gosselin
No comments:
Post a Comment