Erling Haaland, a giant who grows on the court and in marketing


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Erling Haaland, a giant who grows on the court and in marketing

The fashionable striker who plays for Borussia Dortmund has a value of 110 million euros and his name already generates as many off the pitch

While scoring goals with full hands, the Norwegian is in full marketing ecstasy, Erling Haaland influences the commercial strategy of the chemical consortium Evonik, one of the main sponsors of the club and many other brands of all kinds.

The rise of Haaland has caused Evonik to move token internally. And take the opportunity to exploit one of the subsidiaries of your group -Medax-, of Norwegian origin and dedicated to nutritional supplements. This is how you implement your brand image in your native country. And, for example, he sealed his logo in the last Clásico against Bayern Munich in the previous campaign. It was a special match and Dortmund and Evonik had a nod with the Norwegian public.

Haaland radiates marketing in Norway. Y Haaland help take care of your countrymen’s diet with Scandinavian Berry Tablets. The ‘nine’ of Dortmund He posed wearing the shirt with the name of Medax and showing the product in his right hand, on the occasion of the great match of the year in Bundesliga.

The Dortmund shirt has also become this season, coinciding with the rise of Haaland, in an experiment. Now, there are two sponsors. And not one, as is tradition. The contract with Evonik has been modified and that company will only appear on Dortmund’s shirt at the German Cup and in international competitions, as well as in friendly matches abroad. This is how Haaland could be seen against Sevilla FC recently in the Champions League.

For the Bundesliga, on the other hand the Dortmund has gained a new sponsor which is the internet provider 1 & 1. The administrative director of the Dortmund, Hans Joachim Watzke, has called the model “innovative”. The two contracts are in force until 2025 and can provide Dortmund with up to € 40 million a year, depending on sporting successes.

Soccer produces unthinkable changes. This company -1 & 1- had to do without the usual colors of its logo, blue and white, when landing at Dortmund. Its official emblem is identical to that of Schalke 044, Dortmund’s staunchest rival. And the team of Haaland he couldn’t allow such meddling. 1 & 1 in the Dortmund it’s black and white. In Spain, Coca Cola in the Real Betis stadium, in Benito Villamarín, its logo is green and white. And not the classic red and white. Advertising tuning to highlight the association between the club and the client is becoming common.

Haaland has also driven the spike between Nike – his personal brand of boots and that he wears the Norwegian national team – and Puma – Dortmund’s sponsor. Haaland is a Nike icon. The club, on the other hand, is Puma. Something common in the world of elite football. Messi is Adidas and FC Barcelona is Nike, for example.

The competition is fierce. And in that scenario, the signing of Haaland for him Dortmund had its intrahistory. The Norwegian footballer managed to improve his contract with Nike by leaving Salzburg and arriving in Dortmund.

According to a report in the British magazine The Atletic, the head of Puma in Norway, Björn Gulden, made Haaland an offer at that time. A circumstance that his agent, Mino Raiola, took advantage of to negotiate an extension and improvement of his contract with Nike.

The German magazine Sport Bild managed at the time that Puma’s offer, despite the fact that Haaland remained faithful to Nike, served to bring the player closer to Dortmund where, in addition, he multiplied his income by eight with respect to what he charged in his team previous, Red Bull Salzburg. It went from 1 to 8 million euros in salary.

The fight between Puma and Nike may be the beginning of battles for the image of Haaland, a footballer that every week the player increases his media attention.

Meanwhile, the pandemic takes its toll on the Bundesliga. Hans-Joachiw Watzke, the CEO of Borussia Dortmund, said these days in Handlesblatt that playing without an audience causes them to lose 4 million euros for each home game. Figures that could force a player to sell at the end of the season and thus avoid resorting to bank loans if the coronavirus does not remit and continues to punish the football industry.

Haaland it also does not go unnoticed in Norway. Your selection already exploits your image. And although he debuted with the senior team in September 2019 and has only played seven international matches -in which he has scored six goals-, he has already become the main advertising image of the team.

When the Norwegian Football Association presented its new jerseys half a year ago, Haaland was the face chosen as the image of the men’s team, ahead of other players with more weight in the team such as Martin Ødegaard or Joshua King.

Three months later, the forward of the Dortmund was chosen Golden Ball of Norwegian football for the first time at the annual gala organized by the Norwegian federation. And Bama, the largest food group in Norway and together with the National Lottery, the main sponsor of the men’s team, also exploits it as one of its advertising faces.

The Norwegian giant is burning stages. It awakens commercial interest in Europe. And he completes his service record in the section of his image being an ambassador of the Eat, move, sleep movement (eat, move and sleep), a campaign by Bama and the Norwegian Federation to promote good nutrition and the healthy practice of sport among the Norwegians.


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