"If you want to rob someone in our city, do it during a football match"
The faculty of "Sport Industry Management" hosted a master class of Director of international relations of the football club "Villarreal" Juan Anton de Salas. During the session, he spoke about the transaction details on the assignment of rights to the commercial name of the home stadium of the Spanish team to several competing companies.
"We have concluded a very successful and, I would say, quite extraordinary deal for the sale of rights to the commercial name of the stadium, passing them to several companies that also work in the same industry and are actually direct competitors," said Juan de Salas.
Now the arena “Villarreal” called Еstadio de la Cerámica, and on its facade played a total of seven logos of the enterprises that the producing this ceramics, including the company Pamesa, which belongs to our President, Fernando Roih and is the current title sponsor of the club.
That is, you understand that initially an attempt to agree with the other six ceramic enterprises that they also participate in the arena branding was the same as, having a sponsor of Gazprom, asking for money from Rosneft.
However, we succeeded, because we were able to convince them that in this way we do not promote each company individually, and the entire ceramic industry, which is the economy locomotive of the province Castellón. Thought, they agreed with the reasoning, and we got just great for Spanish standards, the agreement to sell the rights to the commercial name of the stadium — each year we make it 5 million euros, despite the fact that, on average, for Example, similar transactions do not bring clubs more than a million a year," - said a top-manager of Villarreal.