Sábado, 23 de septiembre del 2017
Idioma Es Pt En

Así es el revolucionario contrato de DirecTV y Cruzados

Diario Financiero - Valentina Valenzuela - 07.07.2017, 06:36
disminuir el tamaño de la fuente aumentar tamaño de la fuente

Ser más que un logo que atraviesa la camiseta de los jugadores del equipo de fútbol de la Universidad Católica. Éste es el objetivo de DirecTV, el principal auspiciador del equipo. Con esto, la firma de televisión de pago cumplirá, en diciembre de 2019, ocho años junto al equipo con lo que, dice Juan Pablo Pareja, gerente general de Cruzados, si logran hacer una renovación más, superarán a Cristal, el que hasta hora es el que por más tiempo ha estado en el centro de la camiseta, con nueve años. Aunque DirecTV está desde 2012, esta vez la renovación trae cambios profundos. “Ya no nos hacía sentido pagar por aparecer más, sino que por aparecer mejor”, dice Rodrigo Labbé, gerente senior de Marketing de la firma de televisión de pago. Ya no bastaba con estar en la camiseta y valorizar los minutos en televisión que aparecía uno de los jugadores con su marca, sino que ahora buscarán crear experiencias que tengan un beneficio económico para ambos.

Si en los contratos tradicionales de auspicio, los premios se otorgan en base a logros deportivos, con el nuevo esquema esto ya no va más. Así como sucede en la minería y otras industrias, DirecTV y Cruzados definieron una serie de KPI (indicadores claves de desempeño, por sus siglas en inglés) compartidos para determinar los pagos variables que incluye el contrato, cuyo monto global prefirieron no revelar, aunque Labbé precisó que esto les traería un retorno de 180%. Este nuevo método jamás se ha usado en el país, ni tampoco en Latinoamérica. Ejemplos similares se pueden detectar en Europa, aunque con diferencias frente a lo que están implementando acá, que surgió por motivación de DirecTV.

Labbé cuenta que están desafiando el modelo tradicional porque este considera que el hecho de que aparezca un jugador dando un mensaje con la marca DirecTV es lo mismo que un spot donde se comunica un mensaje, y eso ya no es así “porque el contenido del mensaje es cada vez más importante”. Antes el contrato contemplaba una parte variable, equivalente al 20%. Ahora esa sección es mayor, llegando al 30%, bajo una estrategia que genere una puesta en valor de la marca, con fidelización y ventas.

 
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