Behind The Badge: Racing Club – the historical & commercial importance of Argentina’s “First Great”

To be labelled as Argentina’s ‘El Primer Grande (The First Great)’ is an impressive feat when sharing a city alongside two other footballing powerhouses in Boca Juniors and River Plate

But this has been a label Racing Club has proudly exemplified over the course of 120 years,  when the club from Avellaneda was founded. 

In 2024, Racing Club continues to embody this monochar through innovative and commercial sponsorship deals which was discussed in much more detail on the latest episode of the Behind The Badge podcast. 

Roby Martinez, Racing Club Board Director & Head of Marketing, joined SBC’s George Harborne and Fernando Noodt Molins at SBC Summit LatinoAmerica to reveal the journey of agreeing some of the club’s most high-profile commercial successes of the past year. 

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 value of the ‘Socios’ ownership model, emphasising its dual role of providing the best commercial and sponsorship opportunities for Racing Club while 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.

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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