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LaLiga club RC Celta Vigo have agreed a significant and
innovative commercial partnership with the Maldives, which will help promote
the Maldives, country as a tourist destination to LaLiga’s global audience,
while strengthening the development of football on the islands.
The deal will see players wear the phrase ‘Maldives – the
sunny side of life’ on the left sleeve of their jerseys while playing all
LaLiga and Copa del Rey games – starting with next Saturday’s trip to
Barcelona. The phrase will also be displayed prominently on both the team’s bus
and around the club’s Abanca Balaidos Stadium.
“We are a small country, but we dream big, and we hope that
in future our youth can benefit from this big step,” Maldives Tourism minister
Ali Waheed said at Abanca Balaidos Stadium on Monday. “This is a historic day
for my country – we love football in the Maldives and this agreement will
promote tourism and also strengthen football in our country. RC Celta is a club
we believe in due to its philosophy and youth policy.”
RC Celta are to receive US$ 900,000 per year [US$ 2.7 million
in total] during the three-year partnership, which will promote the Maldives to
viewers of LaLiga games in Europe, India and China, via TV audience and
Facebook.
The first such agreement between a country and a LaLiga club
will see emerging players from the Maldives train at RC Celta’s academy at A
Madroa, while coaches and officials will receive support aimed at developing
football in the archipelago. There will also be friendly games scheduled
between RC Celta and the Maldives’ national teams.
“For us at RC Celta it is an honour and enormous satisfaction
that we have been chosen to promote the beauty of these islands,” RC Celta
president Mouriño said. “One part of this is to promote tourism in the
Maldives, and another is the development of football in the country. We hope to
collaborate very closely with them. We know we are considered as one of the
best ‘cantera’ youth systems, and not just in Spain. These kids will be able to
develop in a very proven system, which has borne fruit.”
The commercial deal is also important for RC Celta, and a
sign of the innovative steps being made off the pitch by many LaLiga clubs. RC
Celta’s revenues for the 2017/18 season were €76.6 million – of which €6.1
million came from sponsorship and advertising. Among the club’s existing 13
commercial partners are kit supplier Adidas, Galicia’s biggest brewery Estrella
Galicia, and financial institution Abanca.
“Our relationships have evolved from basic sponsorships or
advertising agreements into multi-faceted partnerships,” says RC Celta’s
commercial director Carlos Salvador. “This has led to double-digit revenue
growth in recent years.
RC Celta will also benefit from the Maldives deal by having a
greater commercial presence in Asia, Salvador concluded: “Our partners are very
important for the growth and expansion of RC Celta on a global level,” he says.
“In the case of the Maldives deal, it will help in India and China, both
strategic territories for the club. The presence and support of La Liga
Santander in these countries is also vital for us, for example that India fans
can follow LaLiga via Facebook is a big advantage.”
Credit: fcbusiness
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