Indesit's big hit in football: it becomes a sponsor of Arsenal, Paris Sg, Milan and Shaktiar Donetsk

Big blow to the European sponsor market football. Indesit, in one fell swoop, books Arsenal, Paris, Saint Germain and Milan. And, so as not to leave the eastern side uncovered, he also adds Shaktiar Donetsk, the leading club in Ukraine, to the team. Stuff that would make the sheikhs envious, but which sounds strange, in a certain sense, for a company that had come out of football in the XNUMXs, after having inaugurated the trend with the historic match between Ariston and Juventus at the time of Michel Platini. Even more strange in an era, the current one, in which the watchword of the "brands", at the time of the crisis and stagnant markets, seems to be pulling the oars in the boat (see America's Cup).
 A choice for fans?”Absolutely not” replies Marco Rota, marketing & consumer brand director of Indesit, who oversaw the three-year project. “Sporting passion has nothing to do with it this time. It happens that both our president and the managing director love golf, marine sports and motors but have no interest in football”. In short, the choice of soccer was born at the table, for business interests. Even if Rota, a practicing Juventus player, proved to be an excellent goalkeeper in the mini-tournament that celebrated the launch of the “Indesit league” in London, staged on the synthetic pitches of the Millennium Dome. But what were the selection criteria? And what are the goals? Here's what the manager of one of the (few) Italian multinationals replies, in a scenario that, for those who attend our home stadiums, has the flavor of science fiction: the Diamond club of the Emirates Stadium, the jewel of Arsenal that has no nothing to envy to a five-star hotel. Except for a splendid view of the playing field, framed by the electronic billboards which, from now on, will broadcast the Indesit logo via TV on the occasion of the matches of Arsène Wenger's team?
By what criteria were these clubs chosen, if there is no passion involved?
“We were interested in brands of international standing, capable of attracting attention even beyond the national championship. Indesit is an international brand owned by a large international company whose reference market, for now, is Europe. Obviously, we focused on top teams, able to play a leading role in competitions. Thirdly, and no less important, it was important to have high-level hospitality facilities".
The Arsenal stadium meets this requirement. San Siro much less…
“If that's why the Emirates Stadium, which is gorgeous, risks looking bad in front of the Shaktiar stadium. Italy is known to bring up the rear in terms of structures. But San Siro, also for the emotions it arouses, is still the best there is".
But why rely on football to sell household appliances?
“Let's start with the characteristics of the Indesit brand. Market surveys show that Indesit customers are young, mostly between 25 and 49 years old. It is in this age group that most attention is paid to football. And so, while for Hot Point-Ariston which is aimed at a mature audience, with other reasons for the purchase we have focused on themes more suitable for the family, such as Walt Disney, here we have chosen to focus on a younger, fresher image ”.
Maybe too masculine.
“Man still intervenes when purchasing an appliance. But football, a regular guest on TV and magazines, is no longer a product for men only. And it has impressive firepower. I have just presented the project to our sales managers and I am inundated with requests from colleagues. There are those who are already asking me for interventions in Mexico or Iran. There is no other theme, with the possible exception of music, with a degree of appeal comparable to the world of football ”.
In this transfer campaign you made a big splash with Paris Saint Germain. Were you in agreement with the Sheikh of Qatar, in the owner of the club?
“A stroke of luck. We concluded the deal a couple of weeks before the interest of Qatar emerged which, among other things, controls Al Jazeera. The broadcaster has just bought the rights to the French league which it will broadcast throughout the Middle East. And on the PSG shirts there will be the Indesit writing”.
Three out of four teams are also sponsored by Emirates. Just a case?
“Yes, there is no connection. At least for now. Who knows tomorrow. It is a project open to many developments. Also because we intend to exploit the reputation of the clubs but, conversely, the Indesit brand in certain markets can be an excellent visiting card for the teams. I think that, outside of Ukraine, Indesit is better known than Shaktiar”.
 Which shirts will your name appear on?.
“Only on those of PSG. contracts have different characteristics. We have billboards on the field, in some cases even the back door or the access tunnel and those that form the background for TV interviews. We can use the players, as long as they are in groups, for advertising campaigns or for the promotion of points of sale. We can organize events with teams. And, of course, leverage the hospitality facilities to invite clients, financial analysts . Pre-match visits to the dressing room or pitchside will be possible rather than traveling with the team on away Champions League matches. We will try to make the most of the visibility guaranteed by football."
Maybe the VR aspect is missing. Or not?
 “We could not forget the Internet. We have created a website www.indesit football.com with the ambition of tackling football in a different way from the usual standards. The goal is to make room for bloggers from various countries to talk to us but, above all, to talk to each other”.
In short, you have thought of everything. Or almost: because in football, in the end, what matters is winning.
“That's what I said to the excellent managers of Arsenal. It is undoubtedly a symbolic team, for sympathy, social commitment and planning skills. But now please win something." 
Leonardo, a fresh manager of the PSG, wanders around the room. It is difficult for Inter and Milan fans to agree with Rota's wish.