Global Fútbol

Both UD Las Palmas and Málaga CF have been showcasing their brands in Germany. In their aim to expand into new markets, to take advantage of new business opportunities and to meet the objectives of the Boost LaLiga project, representatives from both clubs attended the world’s leading tourism industry trade show, ITB Berlin, which took place from March 7th to March 9th.

Spain is a country which welcomes many tourists every year, with visitors keen to enjoy the climate, food, culture and all the Spanish scenery. This thriving tourism industry and, specifically, the historical ties the cities of these LaLiga SmartBank clubs have with German tourists, were key to the decision to attend this conference.

The German market is of interest for both clubs

In a similar setting, UD Las Palmas attended the WTM in London a few months ago. Discussing this, Patricio Viñayo, the club’s general director said: “We are trying to make an impact in two markets that traditionally send a lot of tourists to Gran Canaria. With the collaboration of the tourism board of the Gran Canaria government, we have someone working for the club who liaises with tour operators and other professionals to promote our sporting complex.”

As for Málaga CF, they have a similar mindset. In the words of the club’s general director Kike Pérez: “This event, just like with WTM in London or FITUR in Spain, helps the club to establish strategic relationships with international companies and to project our brand beyond our borders and into a market of great appeal for Málaga CF.”

Developing business opportunities beyond Spain’s borders

Discussing the use of club infrastructure, the Málaga CF general director highlighted: “Our plan in Berlin was to make ourselves known to the German tourism companies, not only on a sporting level but also to show them all the possibilities that a facility such as La Rosaleda has in its privileged location in the heart of the Costa del Sol.”

Pérez added: “Málaga CF will remain linked with Turismo Costa del Sol, a club sponsor, meaning that we’ll participate in the various promotional tours that they organise with international journalists and companies, as we’ll be included as a must-see stop on these tours.”

Meanwhile, UD Las Palmas took advantage of the visit to Germany to network with three German clubs, namely Union Berlin, RB Leipzig and Wolfsburg. Viñayo explained: “The first of these clubs is a modest Bundesliga team with interesting growth. The second is a state-of-the-art and technological club. The third has one of our traditional sponsors, VW, as its main economic engine, and it is a club that plays a key role in the social life of a city built up around the largest European factory of that brand.”  

UD Las Palmas’ visit to London coincided with their Canary Islands Derby and that was the case once again with this trip, so the club made the most of that by organising a watch party in Düsseldorf for that game that took place on Saturday, March 18th, to tune in to the action from the Heliodoro Rodríguez López. Explaining the benefits of such an event, Viñayo said: “We are trying to take small steps to build loyalty among our fans outside our borders and to create experiences that will attract fans from other parts of the world.”

In short, both clubs have benefited from and achieved positive results from their visit to this conference in Berlin. As Pérez concluded: “Málaga CF were able to use the name as a flag bearer for the city of Málaga and for the province. This is reflected in ticket sales, visits to the museum, retail numbers and the number of companies that have approached the institution to connect with the club.”