The true story of T-shirt advertising

first_imgMilestonesThe 1995 Champions League was the first with advertising on the elastic. In 2000, the Spanish referees were sponsored. TrousersUdinese wore an ice cream parlor, owned by its president Teofilo Sanson, in his pants. In Italy the law was violated until the arrival of liberation in 1981-82. In 1978, the president of Udinese and the Sanson ice cream parlor, Teofilo, managed to put his inscription on the players’ pants. At the beginning of the 1979-80 season, Perugia managed to circumvent the regulations and thus receive 400 million lire from the Buitoni company to finance the arrival of Paolo Rossi. He wore the Ponte emblem (the pasta brand). To do this, he created a fake clothing company and named it Ponte Sportswear, and that was how he appeared on the shirt as if he were the team’s official supplier of clothing. The rogue was Franco D’Attoma, a pioneer and main promoter of the development of sponsorship within Italian football. Inter Milan started wearing Inno-Hit in training clothes and jumping onto the pitch with it; even Cagliari, Genoa and Torino even dressed their ball boys in clothes worn by Alisarda, Seiko and Cora, respectively. The Italian Federation, faced with an already unstoppable phenomenon, opened the ban (100 square cm were allowed, which soon became 144). Almost all the teams entered advertising at the same time: Juventus sported Ariston; La Roma, Barilla; Pooh sponsored Milan; Inno Hit did the same with Inter Milan; Fiorentina wore her viola color with the j.d. farrow’s; Udinese with a red Z (for Zanussi). Initial photo New eraThe marks entered to sack in the German soccer. Hamburg, Eintracht, Fortuna Dusseldorf, Duisburg or Bayern Munich began to have publicity. AgreementsAtleti has sold the space on its shirt to various brands. Kia and her deal with Columbia Pictures to promote her films are among the best remembered. By Now that advertising attracts more attention when it is not printed on t-shirts, few remember that until recently it was not allowed in Spanish football and few European countries wore it. Mythical “R”The Lanerossi company sponsored Vicenza after the Second World War. Oliver and Benji picked up that idea for their teams. The BBC and ITV refused to allow the English teams to sponsor. The 1984 FA Cup final was the first with advertising Enlarge Zanussi sponsored Real Madrid in 1982. Barcelona and Athletic kept their jersey ‘virgin’ until the 21st century Mineral waterThe French brands have sponsored the Cup finals since 1971. First, Vichy S. Yorre in the Rennes elastic. Then it was the emblem of Perrier. In Italy, after the Second World War, many companies collaborated with clubs. Lanerossi joined Vicenza AgainstGregorio Paunero, economic vice president of Real Madrid, left the vote.center_img putBuitoni wanted to sponsor Perugia but it was not legal. President D’Attoma could not allow the sponsor to leave and used other mechanisms. On January 8, 1973, with 145 votes in favor and 7 against, the change of the club’s shield was approved (replacing the characteristic red lion of the Braunschweig with the deer, the logo of the liquor brand). It was the start of a club sponsorship. The DFB gave the go-ahead … with limitations. It had to be a maximum of 14 centimeters in diameter. The Jägermeister sponsor, before his first appearance on the chest of the Braunschweig footballers in a match against Schalke, reached 18 centimeters. The referee was reluctant but at the end on March 24, 1973 the Eintracht was allowed to wear its deer emblem on its chest. The expansion and momentum that Jägermeister gave to the Eintracht Braunschweig allowed him to cast the nets on top of Paul Breitner and take him away from Real Madrid. Years later, in 1983, Günter Mast became the club’s president and tried, unsuccessfully, to change the name of the club to Jägermeister-Braunschweig … Good idea. Does that sound familiar to you? Now think about the Red Bull brand. It all started on October 9, 1981, in the assembly of the Spanish Football Federation. On the table the approval or not of allowing advertising (along with other issues, for example, the implementation of anti-doping controls, which incidentally, was rejected). According to the chronicles of the time, it was not an easy plenary session: ten hours and ten minutes long. Real Madrid did not attend and Paunero, economic vice president, left. Heated debates, vehement speeches for and against until Pablo Porta was able to move the assembly forward. “Solera, romantic, principles to maintain, money is not always the first thing, the emblems of a club do not have to be stained, I doubt that the publicity gives the money that many imagine, purism.” A summary of how much it could be heard. Of the most critical, Meller, president of Espanyol: “Advertising will not be the salvation of any club, the proof is that only five First Clubs have given their positive vote.” He was right. Most Primera teams did not vote in favor (Barcelona, ​​Real Sociedad, Osasuna, Zaragoza, Sporting), plus the abstentions of Seville, Athletic, Espanyol and Valencia, along with the absent Real Madrid. Even so, with 82 yeses out of 124 present, the use of advertising on T-shirts was approved. Although with restrictions: the anagram could not exceed twelve square centimeters and the advertising legend one hundred square centimeters. And no symbol was allowed on the elastic of the Cup finalists (later it would be corrected for the 1988-89 edition: Real Madrid wore Parmalat and Valladolid, the Helios emblem). That autumn, in which all footballing Spain was already looking towards the approaching World Cup, the starting gun was given to a fashion that would greatly help the economic boost of the clubs.Racing Santander was the first Spanish club to allow itself to be caught by the new fad. On December 27 of that same year, he appeared at the Santiago Bernabéu with the legend of the Teka electrical appliance company in his uniform. Curiously, it was Real Madrid (who did not vote in the famous assembly of its approval) the club that the following year, in the 1982-83 season, would wear the Zanussi brand on its elastic. It kicked off a tradition of selling, and very well, his space on the shirt. Zanussi spoke of 100 million pesetas per campaign. Then they would arrive: Parmalat; Reny Picot; Otaysa; Teka; Realmadrid.com; Siemens Mobile; Benq; Bwin, until the current Fly Emirates, which pays the white club 25 million euros (can be thirty depending on objectives) per season.Among the great Spaniards, Atlético de Madrid did not receive a sponsor until the 1987-88 season with the Mita company. Marbella or Kia were emblematic signatures of Atlético, although among the most remembered, their agreement with Columbia Pictures that put the logo of the film that promoted those dates on Spanish billboards (‘Spiderman’, ‘Two blondes with chest hair’, ” Peter Pan ‘,’ Two Rebel Policemen 2 ‘,’ Gothika ‘..). Athletic and Barcelona always showed their reluctance to stain the purity of their shirt. Josep Lluís Núñez spent 22 years constantly refusing the sponsor. It was not until 2006 when Barcelona reached a charitable agreement with Unicef ​​to later move to the Qatar Foundation in 2011.Since the 2013-14 campaign, the Catalan club’s uniform wore Qatar Airways after an agreement of 100 million euros for a three-year relationship with the Intel brand under the shirt and with the Beko company on the sleeves of the jacket. That location already wore the logo of the ‘Universal Forum of Cultures’ that would later replace the logo of the TV3 channel. Now Rakuten is in command. TraditionBarcelona and Athletic have been reluctant to ‘stain’ their shirt. Unicef ​​joined the Catalan club in 2006 and Petronor did the same in 2008 with the lions. A lot of moneyJägermeister’s sponsor at Eintracht Braunschweig allowed the German club to sign Breitner. Argentinos Juniors, thanks to Austral, was able to retain the Fluff TiresIn 1976, the Kettering team sported the name of a local company. It was the beginning of the advertising phenomenon in English football. Athletic Bilbao was the last Spanish club to allow a sponsor. In 2008 he reached an agreement with Petronor, although previously he had already reached an agreement with the Basque Government to wear Bizkaia (in training clothes and in the lower categories, at the rate of six million euros). The Euskadi brand has also appeared on the chest of Athletic players.In Italy after the Second World War, the collaboration between a football club and a company, in this case Lanerossi, became the main exponent of Vicenza, creating a new society identified by a large ‘R’ in the sportswear of the Lanerossi Vicenza. Style copied from the series of drawings: ‘Champions: Oliver and Benji’. It was the Argentine Boca Juniors who in 1967 managed to reach an agreement with the soda company Crush to sponsor its sports city. The entity wanted to extend it to the team as well and from the first quarter of that year, Boca players took to the field to pose before the photographers with the inscription of Crush on the center of the chest and on the back. The agreement was juicy: sixty million pesos. Succulent were also the $ 250,000 a year that the Austral airline disbursed to Argentinos Juniors in 1979 for sponsoring his shirt, and incidentally retaining the already dazzling jewel Diego Armando Maradona.In Europe, the first sprouts occurred in France. It was in the 1971 Cup final between Rennes and Olympique de Lyon. Rennes wore the sponsor that sponsored the competition, the natural watermark: Vichy S. Yorre. The following year, in the final between Marseille and Bastia both teams sported the advertising of another brand of natural water: Perrier. That in France, but the real boom would occur in 1973 among the German teams. Hamburg dressed Campari (brand of alcoholic beverage) like the Kaiserslautern; the Eintracht in Frankfurt sponsored Remington; Fortuna Dusseldorf (Allkauf), Duisburg (Brian Scott) and Bayern Munich sported the letters of the German sportswear company Adidas. Although the true promoter of advertising in Germany was Günther Mast. The name at first glance says nothing but is the founder of the liquor company Jägermeister who was looking for other ways to expand the company’s brand across Europe. He came into contact with the Eintracht Braunschweig through an agreement for 100,000 marks but they ran into a ban on the DFB (German Football Association) that only allowed the club’s emblem on the teams’ clothing. For some time, brands only managed to get out on clothes before the game. Crush did it with Boca Juniors in 1967. An era was beginning. Marathoner Pablo Porta had to deal with a difficult assembly. Gregorio Paunero left the meeting, which lasted more than ten hours. Copa del ReyThe ban was opened in the Cup in the 1989 final. Madrid, with Parmalat and Valladolid, with Helios. PioneerRacing dressed in Teka advertising at the Bernabéu. The following year, Zanussi wore white clothing. From its beginnings, England was one of the most closed markets. The entire movement originated in the modest Kettering Town. On January 24, 1976 he wore the local brand ‘Kettering Tires’ on his red shirt but the federation banned it and threatened a fine of £ 1,000. Former club player and chief executive Derek Dougan tried to get around the fine and put Kettering T (ambiguity between Tires or Town). It didn’t slip. In 1977 it was the Hibernian who managed to have Bukta (emblematic British sportswear brand) inscribed on his elastic. Derby County reached an agreement with Saab in 1978 but did not wear them in an official game and Liverpool broke the mold in 1979 when they sponsored with Hitachi. The Federation began to give wide sleeves but it was the televisions that put obstacles. The BBC and ITV refused to broadcast matches between clubs that sport advertising. Low for Coventry City that reached an agreement with Talbot. In 1983 the broadcasting organizations relented and were released with logos of 81 square centimeters, which had to reach half in retransmissions. The FA Cup final at Wembley between Everton (with Hafnia advertising) and Watford (with Iveco sponsor) was the first in English football. The brands found a very juicy market in the British Isles. Liverpool dressed with the Saab brand on the chest, as did Manchester City; Manchester United, with its unmistakable Sharp, Arsenal, with its long-standing JVC sponsorship; Nottingham Forest, with Panasonic; Tottenham took another year and wore Holsten and Chelsea surprised with Gulf Air (Bahrain airline).FIFA prohibits playing wearing a sponsor (it is very scrupulous in terms of size, place and what is put on the uniforms of the teams). Only allow emblems on training clothes. Meanwhile, UEFA only admits one emblem and does not even allow two teams that share a sponsor to agree on the field. Thus, the visiting team must wear another company logo. So much so that the first final of the Champions League with advertising on the shirts was the 1994-95 edition. Ajax wore ABN-Ambro and Milan, Opel.A few years ago it was Bwin, the sports betting brand, which dominated the market but was severely affected by regulations against many countries regarding advertising of this type at sports events. Now the brand that stands out is Fly Emirates (sponsor of Real Madrid, Arsenal, Milan or Hamburg). He went to the ‘naming’ of the stadiums with the ‘Emirates Stadium’, home of Arsenal. And perhaps to other places (Atlético launched the publicity in the socks) or to the referees market, such as Quiero TV in 2000 with the Spanish referees.last_img