They are back, Valencia CF marketing (r)evolution!

Marijan Palić
Sep 8 · 3 min read

Finally! Although Valencia had some great marketing campaigns so far, they somehow managed to surpass not just themselves this season, but also other clubs from around the world and also from La Liga. The marketing of my favorite team is most definitely on a high level right now…

… and I am bringing you a few examples that will show you exactly how seriously the club from Mestalla is taking it.

First of all, they launched a campaign called #TORNEM, which, when translated, means #BACK. It is a clear allusion to their return to the top.

One of the campaign slogans was: “The past is the future, and the future is now“. Below the text, you can see the visuals that were presented on the club’s official website, on their social networks and other promotional materials.

One half of the picture displays players that are currently playing for the club, and the other half presents the legends associated with the club when it was at its best. It is an extremely strong and emotional message to fans (including me) …

They once again emphasized the #TORNEM campaign when they were introducing new players on the team. I can gladly say that the campaign is rapidly starting to yield results.

VCF Play is the official video website of the club which functions as an online platform for videos. What is great about it is that fans from all over the world have access to the platform and they were all included in its content during the #TORNEM campaign.

VCF Play shares videos such as ”behind the scenes”, press conferences, signing new players and many other stories related to the club.

An English version of the website is also available, which helps the club reach out to a larger number of people.

Valencia CF organizes a friendly match with another popular football team before the start of each season. The club also takes advantage of this friendly match in order to present the team that will be playing in the upcoming season to the fans.

It was such an impressive presentation this season that, as I was watching it, I felt chills going up and down my spine.

Before the players actually entered the field, they played a video that was composed of stories about each and every player on the team. The stories were read by children from the Valencia CF Academy. The video not only included footage from the club’s rather rich history but also introduced every player by name in front of the full Mestalla stadium.

Since the new stadium (New Mestalla) is currently under construction, the club still plays at Mestalla. However, they decided to visually change the old stadium.

White chairs were replaced with orange ones and there is also a bat, the symbol of the club. The colorful inscriptions under the stands were replaced by black ones that display sponsors in white print.

The marketing team prepared yet another surprise for the players — a tunnel leading to the pitch decorated with large pictures of them. The video shows players seeing the tunnel for the very first time and it was a hit among the fans on all social networks!

Before their match with Atletico Madrid, they created a special campaign called #JUNTSTORNEM, meaning #WEAREBACKTOGETHER.

Sports marketing

Case studies and stories about sports marketing. By Marijan Palić, author of best selling marketing book in Croatia and sports marketing expert.

Marijan Palić

Written by

Atomski Marketing Book Author I Marketing manager at AGENCY04 | @experta_hr lecturer | digital / sports marketing expert I Speaker I

Sports marketing

Case studies and stories about sports marketing. By Marijan Palić, author of best selling marketing book in Croatia and sports marketing expert.

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