{"id":40746,"date":"2017-10-09T13:30:13","date_gmt":"2017-10-09T17:30:13","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=40746"},"modified":"2018-01-24T19:02:57","modified_gmt":"2018-01-25T00:02:57","slug":"three-golden-rules-for-soccer-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/sports-marketing\/three-golden-rules-for-soccer-influencer-marketing\/","title":{"rendered":"Three Golden Rules for Soccer Influencer Marketing"},"content":{"rendered":"
Influencers have become a major force in sports and soccer marketing. Mexico’s Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provided Portada insights on how to make the best use of the soccer influencer market.<\/p>\n
Soccer runs through Javier’s veins. His dad used to joke that his son first kicked a ball before learning how to walk. At the age of nine, he enrolled in the Guadalajara Deportivo club\u2019s youth league in Mexico. Twenty years later, Javier Hern\u00e1ndez Balc\u00e1zar is now known worldwide as “El Chicharito” and his 8.3 million followers on Twitter make him one of North America’s most important soccer influencers on that platform, above the Mexico National Team, with 5.4 million followers.<\/p>\n
The boy from Guadalajara was sponsored by multinational brand Nike for seven years, an athlete\u2019s dream come true.<\/p>\n
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TV hosts used to wield the most influence over public opinion on basically any subject, including soccer. For millennials, however, these personalities do not have the last word. For digital natives born between 1980 and 1995, Internet is their main source of information. Brands are increasingly interested in being able to take advantage of the connection that influencers have with their audiences.<\/p>\n
“According to Nielsen, 92% of people trust other people\u2019s opinions \u0336 even if they do not know them \u0336 over brands. Brands need stories to be told by people, or influencers. Brands need people to share their experiences with products and services,” says Sebastian Jasminoy, CEO of Fluvip<\/strong>, an influencer and content marketing group that specializes in connecting influencers with brands.<\/p>\n Although the term influencer is now all the buzz, its function is not: five years ago, they were known as brand ambassadors; 10 years ago they were known as celebrity endorsers. “The language has changed, but the accompanying principles that make for strong and powerful connections with your customers, or potential customers, has been a dynamic in marketing for the last 40 or 50 years,” says Andy Sutherden, Global Head of Sports Marketing + Sponsorships at H+K Strategies.<\/strong><\/p>\n