How to Change Sports Organisations Into Entertainment Brands?
What if an unknown candidate for the US presidential elections changed his name to Frank Underwood, applied the controversial rhetorics from the series and used the House of Cards imagery for his campaign? Let’s assume it’s not a joke, but a provocative PR experiment. Would this candidate have a chance against Donald Trump in the upcoming elections? Probably not… (or maybe?) Would the campaign create buzz and have extensive media coverage? Definitely. And with that media exposure, would there be any sponsors willing to finance his campaign? Absolutely. Why? Because: screen time + existent fan base + emotional engagement with a mediatic brand = Eldorado for sponsorship opportunities.
At this point, you are probably wondering why the content of these first lines doesn’t match the title and heading and whether you should continue reading this article… You definitely should! Because this first paragraph isn’t just a pretentious attention-grabbing introduction (well, maybe a little), but should prepare you for a similar (and real!) case from the sports industry.
a fascinating brand experiment, a win-win-win for the football club, sponsors and fans
So get ready for some high levels of innovation. In this article you’ll get to know the unprecedented story of Mexican entrepreneurs who might have a brilliant recipe for re-creating a football club as a profitable entertainment franchise.
Let’s analyse this case to explore options on how to capitalize on a recognized brand and loyal fan base in the context of the current paradigm shift in the sports industry, so you’ll get some insights you can use to push the limits of fan engagement in your sports organization and start building or expanding your community.
Club de Cuervos – case study
Club de Cuervos, or Club of Crows, is a Mexican comedy-drama, which premiered in 2015 as Netflix’s first Spanish-language original series. The story centers on the football club Cuervos FC, based in the fictional city of Nuevo Toledo, Mexico, and the power struggle over ownership and direction of the team after the death of its long-time owner and patriarch.
During its 4 seasons Club de Cuervos conquered not only the local public, but also the international one. Even though Netflix doesn’t reveal the ratings or play count, the scope of the series’ success is latent in its transmission in the 190 countries in which Netflix has a presence.