Behind The Badge Podcast: Real Betis – The commercial push for LatAm growth

It may be hard for Spanish football teams to stand out against giants such as FC Barcelona and Real Madrid, but Real Betis has been continually pushing to break away from that mould. 

The La Liga mainstays have been in Spain’s top-flight since 2015 and have not only survived, but thrived, qualifying and competing in European football, as well as winning the Copa del Rey trophy in 2022. 

It’s off the pitch however where Betis is currently experiencing growth, and in several key areas. 

In the latest episode of the Behind The Badge Podcast, hosts George Harborne and Callum Williams were joined by Real Betis Head of Sponsorship, Pablo Arquero Fernández

The conversation delved into the club’s pre-season tour several months back and how that tour of countries such as Mexico was key in driving fan engagement and commercial appeal for Real Betis. 

Whilst La Liga has been making its own push in the Latin American market, as well as other clubs, Arquero Fernández noted the importance of making the club standout from the rest and what makes them unique for fans to relate to and ultimately support them. 

The topic transitioned into a more broader conversation on the team’s internationalisation as a whole. Betis have been setting up training camps in multiple different jurisdictions to not only drive commercial growth in those regions, but to also find the next generation of talent on the field. 

Arquero Fernández also touched on their latest efforts on driving social media engagement and digital growth over the past several years, as well as more innovative partnerships with Web3 companies, and much more. 

To hear the full episode of the latest Behind the Badge podcast on Spotify, listen here.

Alternatively, you can also listen to the episode on YouTube below or watch here.

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