Latin America uplift from West Brom’s Europe ambition

We here at SnapRapid  track visual brand exposure opportunities in the UEFA Champions League. Whilst we are engrossed in the current group matches, we also keep a focus on how brand visibilty trends will develop in the future and how sponsors will benefit.

Despite Champions League clubs still battling to qualify for the last 16 round, the speculation over which clubs will qualify for next season’s European tournaments has already begun. Whilst the speculation includes the usual suspects from the Premier League, one unexpected entrant has recently been added to the mix: West Bromwich Albion.

West Brom’s inclusion is less far-fetched when one considers that Venezuelan national team and former Zenit striker, Salomon Rondon, joined the club this season. Furthermore, he has started delivering on the goal-scoring promise of his club-record signing.

Rondon has begun to provide West Brom with the type of appeal normally reserved for larger clubs. This is particularly good news for West Brom’s shirt sponsor, TLCBet.

Rondon’s performance is making waves far beyond the West Midlands, as major Latin American TV channels have been discussing his impact on social media. In fact, these Spanish-speaking outlets delivered almost 80 per cent of TLCBet’s social media impressions from its sponsorship during the last Premier League weekend.

Engaging with football-mad Latin American audiences is generally difficult for clubs outside of La Liga and top tier of European football. West Brom now has a player who can efficiently engage Latin American football fans, which will be important if TLCBet wishes to leverage its sponsorship to make inroads in the region.

Tracking only tags used by West Brom’s England fanbase would have missed the huge amount of engagement and impressions coming from Latin America and the wider Spanish-speaking community. However, as SnapRapid analyses images rather than tags, we have seen that both West Brom and TLCBet need to start seriously engaging the Spanish-speaking world, especially if they qualify for European football.

english premier leagueLatin AmericaPremier leagueSalomon RondonTLCBetUEFA Champions LeagueWest BromWest Bromwich Albion

Russell Glenister • 5th November 2015

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