Canastas latinoamericanas.
Position | Asociaci |
Cuidado, Shaquille O'Neal, que la super-estrella mexicana Eduardo Najera es la punta de lanza de una enérgica campaña de publicidad de la NBA en América Latina. Se espera que este delantero de 2,30 metros y 109 kilos sea escogido en la primera ronda de selección de la NBA el 28 de junio.
Ya era hora. Es posible que la NBA goce de buena salud financiera, pero la cantidad de personas que asiste a los juegos ha bajado, los ratings de TV están en su nivel más bajo en diez años f la venta de mercancía en Europa está estancada.
Así que la asociación ha decidido atacar con fuerza en Latinoamérica. Se espera que Najera galvanice las operaciones en México, se programa abrir una oficina en Brasil para finales de año f pronto le seguirá otra en Argentina.
Derek Reverón, colaborador de LATIN TRADE (y ex jugador de baloncesto), habló con David Stern, comisionado de la NBA, sobre las actividades de marketing de la entidad en Latinoamérica.
¿Habrá alguna vez una franquicia de la NBA en América Latina?
Creo que si. Lo más importante es el factor económico. No tenemos interés en extendernos a México un día y ver la franquicia perder el 50% de su valor al día siguiente por una devaluación. Eso nos preocupa, pero podemos mercadear con éxito en América Latina sin tener una franquicia allí. Si las ligas locales salen adelante, sería bueno.
¿Cómo manejan la publicidad?
Tenemos 50 contratos de televisión en toda América Latina y el Caribe. Hacemos promoción a través de patrocinadores, como Anheuser-Busch, Sprite y McDonald's. Hemos tenido juegos de exhibición len México]. Alentamos a publicaciones y websites en español a que incluyan los numeritos de los juegos, los perfiles de los jugadores y otra información.
¿Qué diferencia a América Latina de otras zonas?
Una mayor estratificación económica.Tenemos que asegurarnos de llegar al público a través de la televisión normal porque muy pocos tienen acceso al cable y al satélite. Hemos buscado los socios apropiados para fabricar productos de consumo a precios accesibles.
Usted dijo en una ocasión: "Nuestro mayor reto es tratar de...
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