Messi's goal celebration on Sunday, November 29 in the match that faced FC Barcelona against Osasuna, with which the player honored the recently deceased Diego Armando Maradona, will have - and in fact, he is already having - some economic consequencesalmost incalculable.

The first consequence is found in the 3.€ 000 of sanction that the city team will have to pay to the Royal Spanish Football Federation.This is the usual figure that according to FIFA regulations clubs must pay when one of its players exhibits “any kind of advertising” in the celebration of a goal.

El FC Barcelona tendrá que abonar 3.000 000 de multa por exhibición de publicidad

“The footballer who, on the occasion of having achieved a goal or for some other cause derived from the vicissitudes of the game, all his shirt and exhibit any kind of advertising, motto, legend, acronyms, anagrams or drawings, whether they are their contentsor the purpose of the action, will be sanctioned, as the author of a serious offense, with a fine in amount of up to 3.000 euros and warning ".

Apart from this fine anecdotal, the celebration can be a confrontation between the player sponsor (Adidas) and the sponsor of FC Barcelona (Nike).The contractual combination of both sponsorships establishes that Messi must wear adidas clothing in all their individual appearances.However, when the Argentine participates in collective events that involve Barcelona, he must do it at all times with Nike clothes, except in his football boots that will remain Adidas.It should be noted that Nike invests between 105 and 155 million euros per year such as Main Sponsor of the FC Barcelona, an agreement that fundamentally includes the team's clothing.

It is logical to assume that Messi's celebration would be framed within the definition of "collective event" and, therefore, would directly affect Nike's interests.And is that the shirt chosen by the player for the tribute to Maradona belongs to Adidas and carries his embroidered logo in the chest.However, and despite the fact that Nike is a sponsor of Barça and, there.Even out.

The shirt in question belongs to the Argentine club Newell's Old Boys.This is a team in which both Messi and Maradona played with the number 10 on his back at some time in his career.In fact, according to sources close to the player, that specific shirt would have been given by Maradona himself to the captain of FC Barcelona.

In it you can see stamped, and in a remarkably protagonist, the brands of Yamaha and Zanella, sponsor of the club in 1993.The first located in the chest, the second on the back face.But at present none of them has links with the Catalan club or with the Spanish tournament;Therefore, and almost inevitably, memes on social networks have shot themselves by leaving aside the emotional aspect of the moment and focusing on the economic issue of action.

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Newell's Old Boys negotiates with Yamaha

However, the action could be a definitive impulse for the alleged agreement that Yamaha has been negotiating for just over a month with the Argentine club, as reported by Clarín.According to these conversations, which would be running in charge of Martín Giusepponi, Marketing Director of the Newell's Old Boys and General Coordinator at the Messi Foundation, the Japanese company could once again be the team's sponsor.

How much does it cost to be in Messi's shirt?

To put ourselves in context, we can bring to the conversation the economic investment made by the sponsors of FC Barcelona every year.Rakuten invests 55 million euros annually for its presence in the central part of the team shirt.To this figure we can add the 17 million euros that Beko allocates for the insertion of his logo into the left sleeve of the garment.And, finally, and although its link has more connotations, it is relevant to point out the approximately 130 million that Nike invests every year in FC Barcelona.That is, a total of 200 million euros.

The presence of UNICEF at the back is not taken into consideration, since it is an "inverted" sponsorship, that is, instead of receiving an economic amount, it is the club that allocates 2 million euros per year to the NGO.

What do experts think about advertising impact?

An organic sponsorship

Miguel Justribó, Chief Purpose Officer of Grupo Telepizza -march that will exercise as official LaLigAnd to the corresponding to congratulate is the Marketing Director of Yamaha who in 1993 decided to support Maradona's return to Argentina after all the controversy lived in Europe.

"El ROI sobrevenido es indiscutiblemente el más grande al que ninguna marca podría aspirar"

"If at any time someone has made the ROI of sponsorship, today you should update the data, since the ROI is unquestionably the greatest to which no brand could aspire".And he adds that if Rakuten or Nike sponsors."Perhaps the best answer would be to take Messi's photo and plan a press page in which a positive and honest message about action is read.I imagine a text saying "maybe we should diversify and start selling motorcycles".

@101_collections i am a member of a credit union and do all of my Banking this.CO/9FH4BMHKHU

— Cory Doctorow Sun Sep 06 00:55:12 +0000 2020

Respect must be mutual

From another position Enrique Moreno, CMO and Brand Expert (former LaLiga brand director) speaks.Enrique believes that, after the action, in Rakuten or in Nike there have been the occasional pull of ears.Because "apart from the emotional aspect that we can all see, we are talking about stratospheric figures that must be profitable".However, he argues that perhaps the responsibility is more on the side of the sponsor that should have been anticipated and even make some proposal to accompany the action in an organic way and always keeping in mind that the player must feel comfortable.

"La responsabilidad está más en el lado del patrocinador que debería haberse anticipado"

Of course, respect must be mutual.It is a two direction path.Like the sponsor must give the player freedom to play, "do and dishal be the concentration placed in sports";The athlete must keep in mind, and be sensitive to those who annually put the economic impulse on the table so that the industry continues to the rhythm to which it does.

As for the economic figure;According to Enrique, it is difficult to measure.On Monday I was having an almost unprecedented impact, but the action is a One Shot and, no matter how big, in 48 hours it will have passed to the background.Of course, the figure would be very high compared to others in its category.

The importance of context

For Ander Pérez Fernández-Sayar, head of Movistar sponsorships, the context is essential when analyzing the return.It cannot be measured solely by the number of impressions or views.We have to differentiate between publicity and sponsorship.“It is true, that the fact that the brand is seen is always an objective, but I care much more the quality and link with our personality and values that simply be there.If I can choose, I prefer to be in a photo and victory photo than in an image of tribute for a death, however notorious it is ”.

"Que una acción de 1993 haya conseguido este nivel de impacto 27 años después es fascinante"

He also adds that, to analyze the return, we need to feel that our brand fits into the context for a specific reason."Surely in Yamaha they are happy, and we probably define us perfectly the value and meaning of a sponsorship," but points out that the ROI is not reduced only to whether to meet the previous expectation, but for the brand to feel comfortableadapting its presence to the circumstances that sponsorship will offer during the way."That a strategic action of 1993 has achieved this level of impact 27 years later is fascinating.It is a merit of who at the time was there and a claim of a format as interesting as sponsorship ".

Ander considers that Rakuten or Nike should not be offended."There is always a bug, we are human.But the reality is that the goal will look more and there the brands will benefit ".In the same way that, as he explains, when he raises his arms in the air teaching his chest, no one prevents it or requested, now it should occur in the same way.Because sponsorship works better when trust and naturalness flows.

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An approach to the figure

Diego Bernabé, Head of Media Evaluation & Sports en Kantar España, nos explica que es perfectamente viable conocer el valor publicitario de una acción de este tipo.Although the Spanish Court of the Party is not especially relevant on this occasion, approximately 682.000 people on average, it is undeniable that the subsequent impact on the press has been extraordinary.

To calculate the EAV (equivalent advertising value) the advertising investment at a rate price that would have been necessary in the event that this information instead of having been organic would have been inserted in an advertising manner is taken as a reference.Density and visibility are points to take into account.In this case, the Yamaha brand image looks in the foreground, perfectly readable and a fairly large size, with hardly any landscape pollution.That is, the viewer's attention is not divided.

"Estamos hablando de varios millones de euros teniendo en cuenta la valoración solo de España"

From there, "I can say that we are talking about several million euros only taking into account the valuation in Spain".To get an idea, it details that the EAV of the brand cover on Monday is 144.€ 000 and the figure for the 20 seconds of appearance in the antenna 3 informative (also Monday) is close to 16.000 000.Now the sum of the EAV would begin.There were thousands of articles published on Messi and its celebration in which the shirt appears.

"Regardless of the quantitative assessment we can obtain, there is an emotional and qualitative value that we cannot ignore.The fact in question is totally spontaneous, nobody expected what was going to happen and that amplifies the action ".In addition, the brand is perfectly recognizable since it is an international company that, in addition, is not usually present in the usual landscape of a football match, which generates a surprise effect on the spectator and in the memory of what was experienced.

Probably the exceptionality of the celebration and its subsequent relevance serves as inspiration for many brands and from here it is born many possibilities to explore for tactical actions within the framework of agreements with athletes and/or clubs.

The impact on social networks

According to the data offered by Audiense, thanks to its partnership with Meltwater, we can know that the word "Yamaha" has received 2 million mentions on Twitter so far from 2020 of which 600.000 were born in original tweets and also 600.000 were made from Japan.With regard to impressions, the total amounts to 28.000 million in the social network.

Casi 450.000 personas mencionaron en redes a Newell's Old Boys y a Messi

The vast majority are due to the successes of the brand in motorcycling competitions in which it participates and sponsored worldwide.Although in the third position of Usgs most used we find #wangyibo, in reference to the accident that the Chinese actor and singer had with one of his motorcycles during a tournament in which he competed.

This information serves us to contextualize compared to the impact that Yamaha's publicity had during November 29, when Messi showed the Newell's Old Boys' Newell's T -shirt.In total there were almost 450.000 people who mentioned the Argentine team or player -many of them complementing their messages with the photograph of the shirt -and obtaining a total of 4.000 million impressions worldwide in a single day, which would mean approximately 15% of the total annual total that the brand obtains.

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In the stock market none of the brands involved in the action of Messi presents relevant data as a result of the action.