Euro 2020: Spanish National Team partners up with Roca in China

Spanish bathroom brand Roca has come into an agreement with the Spanish men’s National Team to explore the market in China. The deal was brokered by Sportfive agency. Through this deal, Roca will be aiming to communicate with Chinese fans via a series of online and offline activations and would be taking advantage of the Spanish team if they perform well in the ongoing Euro 2020.

Managing director of Greater China at Sportfive said; “Both Roca and Spanish national team are rooted from the Spanish culture, and they share the same value of pioneering spirit, innovation and passion.”

He also mentioned that he hopes that Roca creates a sound relationship and engaging experience with football fans in Greater China. Sportfive was appointed to sell the rights of the Spanish football federation (RFEF) in China in 2020 in order to increase the market presence of the Spanish National Team in China which is the most populous country in the world. According to reports,  more than 114 million fans are passionate about the Spanish team and football in China. 

Last November, RFEF created an account on Weibo, a Chinese social media platform that was aided by Sportfive. La Liga champions Atletico Madrid also hired Sportfive last year to create its market presence in China and in North America. The agreement ensured digital audience development, brand amplification, and fan engagement in the country. 

International teams are also looking to grow commercially across the country. Earlier this week, it was revealed that French Football Federation has entered the NFT market by signing a deal with Sorare. More international teams will be looking for sponsorship deals after suffering losses during the pandemic.

Spanish National Team started their Euro 2020 campaign with a 0-0 draw in the group stage game against Sweden. Spain dominated the possession stats and created many chances but were unlucky in the final third. La Roja will play their second group stage game against Poland on June 19 in Seville. 

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