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“James’s move to Everton has a global impact.” That is the title of a note made on the club’s website about the Colombian’s arrival in Merseyside for the next 2 seasons, from Real Madrid. His transfer transcended beyond Liverpool, England and all of Colombia. The United States, mainly Miami and New York, were the focus of the marketing strategy implemented by the Toffees. Social media exploded on a larger scale.
“The club has run a high-profile marketing campaign befitting one of the world’s most popular sports icons, directed to physical locations in Merseyside, Miami, New York and the Colombian capital, Bogotá, to celebrate the signing of James, complementing a ‘blue wave’ of media activation on social and digital media platforms, “reads part of the article.
Everton notes that “within 48 hours of the announcement, physical, digital and social media marketing activity has reached more than 400 million people “around the world. James is a brand that lives up to others like David Beckham, Ronaldinho, Cristiano Ronaldo, Lionel Messi, Gareth Bale and LeBron James. He is one of the athletes with the most followers on social networks, has a base close to 100 million, with Instagram and Facebook at the top.
Everton takes advantage of James to take America
This signing of James took great stages in the world as Time Square in New York, Miami Beach, Lime Street station in Liverpool and Torre Colpatria in Bogotá. Richard Kenyon, Everton’s director of marketing and communications, said they will leverage the image of their new player to grow in the US market and throughout South America.
“James’s popularity in these territories represents a brilliant opportunity and fits perfectly with our international strategy and the associated marketing and engagement activity that had already started (…) We are pleased with the reaction we have seen and excited by the prospect of what lies ahead, including the establishment of our first international office in the US, “said Kenyon.
This office that Everton plans to open in the United States would be in Southern California or Florida. The club also took advantage of the arrival of James to launch its social media accounts in Spanish, the new Twitter today has almost 10,000 followers.
“Everton is a great club with great ambitions at world level; having James on board will undoubtedly help us achieve them more quickly“concluded marketing leader Toffee.
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