“Sevilla has become a global brand. We have 280 million soccer fans in the world. We must be able to attract brands that seek projection in the world. ” Jorge Paradela is the new Business Director of Sevilla. He started his career a few months ago and his intention is none other than to raise the Sevilla FC brand to levels never before experienced in Nervión. The first team has gone at such speed in recent years that the entity has not been able to continue despite the efforts made. They have been laying the foundations for the international growth becomes a reality, so that the ambitious message in sports is exactly the same in the rest of the departments.
“Consolidate the club’s international strategy of long-term sponsorships; develop a sustainability strategy; we want to continue evolving the club’s media; we want to mobilize the social area … “, he remarked.” I like to speak in relative terms. Currently our marketing or sponsorship revenue lines are now a quarter of total revenue. We want to get to the third part. The budget for 21-22 is above 200 million euros. We are in the UEFA sports ranking at 10-11. And brand equity at 23. There is distance. For me it is an obsession to bring that closer. I want to be in the world top-15 in terms of a three-five-year mark. “, stressed Paradela. A very ambitious goal and difficult to achieve for the clubs ahead.
What is the philosophy that emanates from Sevilla? “We’ve gone from saying never give up to never give up. Sevilla leads you to aspire to the highest goals, to break the status quo. It is an extraordinarily rich positioning “, defined the Business Director.” What I have found that the philosophy of never give up is lived in every area of the organization. It is talking about work culture. In terms of technology, facilities, business and sports they know that they are meeting a goal for a higher purpose, “he added.
International expantion
“This week we have a meeting with the Executive Committee to talk about it. LaLiga is helping us. There are clear bets that are unquestionable. China, with an incredible level of follow-up, also in India, where we have real ingredients to keep betting strong, and other niches are United States and Mexico. All of this requires resources. Who much covers little squeezes is real. There are certainly options in Latin America and in Africa. We have many followers in Morocco. “Jorge Paradela knows that it is not only the new markets that will make Sevilla grow, but also reach all audiences.
“Sevilla’s squad has 45 million followers on social media. Young people follow players and clubs. Repertoire different from previous generations, who were from a team. They have a very short attention span. They watch the games while talking on social networks“, he reflected on the changes in the consumption of the new generations. “All this opens up new opportunities, it is not a negative change”, it ended. The Sevilla FC brand has the same or higher challenges than a team that will continue to fight for everything on the pitch.
