Racing Club: The commercial opportunities of Argentina’s 'First Great'

This latest episode of Behind The Badge saw Roby Martinez, Board Director & Head of Marketing of Racing Club, discuss the commercial journey and opportunities Argentina football’s “First Great” has achieved. Speaking to SBC’s George Harborne and Fernando Noodt Molins, Martinez revealed his start in the sport industry, which was born out of his love for the sport by ‘delivering parties’ at the age of 17, as well as creating a football tournament in 2002 that brought the worlds of sport and entertainment together. He explained the importance of the ‘Socios’ ownership model to not only providing the best commercial and sponsorship opportunities for Racing Club, but also keeping the heart of the fans at the forefront in Avellaneda. One sponsorship agreement of significance was Racing’s back-of-shirt deal with betting operator Betsson, which was a “huge branding and sponsor” opportunity for not just the club but for the betting operator, as it continues its rapid expansion across the LatAm market. Other topics of discussion involved Martinez revealing the reception from the Betsson deal, and his enjoyment in an ambassador role for Racing as the club continues on its internationalisation journey. Follow Behind The Badge on LinkedIn to make sure you never miss an episode.