Latin America is home to some of the most passionate sports fans in the world, especially when it comes to football. An important and complex task for these clubs is commercialising their operations without changing their ‘DNA’.
This responsibility has taken on even more significance, with the region anticipating a wave of new brands and sponsorship opportunities off the back of the launch of the regulated Brazilian gambling market in January 2025.
Roby Martinez Alvarez, Marketing, Commercial and Communications at Argentine football club Racing Club, discusses how his club plans to make the most of these new opportunities while prioritising its supporters’ needs.
Insider Sport: Firstly, can you elaborate on how ‘Socios’ ownership model enhances commercial opportunities while also fostering fan engagement for Racing Club?
RMA: Racing Club has 90,000 members who every four years elect their authorities to manage the institution’s future. Racing was founded over 120 years ago, and one of its main objectives as an association was to “develop individuals” through the values of sport.
Under this scheme, Racing managed to reach football glory and develop an efficient management model that allows it to be one of the three most important clubs in Argentina, competing on equal terms with other continental giants that quintuple it in terms of revenue.
Here is where I’d like to clarify an important distinction we should analyse how the club is managed, rather than its corporate structure.
There are good and bad examples of each.
As a successful example of a member-owned club, we can mention Real Madrid, which is undoubtedly one of the best professionally managed football institutions in the world. Whenever I have the opportunity to go to Madrid, I meet with some of their authorities to see what new technology they are developing or what new project they are planning to implement.
Regarding the commitment of its fans, I can tell you that the attachment and sense of belonging felt by a Racing fan is absolute, to the point that it is passed down from generation to generation, leaving a mark on the players who wear our jersey.
The DNA of Racing Club is imbued with education, integration and solidarity. We have a kindergarten, a primary school and a secondary school. We are also proud of having two strong departments integration and social commitment:
- Racing Integrado: aimed at integrating all children with different abilities,
- Racing Solidario: helps and prioritises the major social problems facing our country.
IS: As the Latin American sponsorship market rapidly expands, how do you ensure that the deals you create prioritise value beyond just financial gain?
RMA: The economic stability we have had at Racing Club for over a decade gives us the opportunity to choose strategic partners beyond just economic benefit. We don’t need to rush into accepting any financial proposal. That’s why I always emphasise the professional management of the club. It’s essential to be able to analyse your commercial partners without urgency.
Many clubs, due to financial needs, end up underselling advertising space to put out short-term fires.
It is crucial to hold regular commercial meetings with companies, understand new needs, create new spaces, adopt new technologies, and always strive to be at the forefront of innovative trends to maintain a comprehensive offering of both physical and virtual commercial spaces.
We aim to establish long-term partnerships with companies that share our philosophy and culture. We ask most of our strategic partners to always assign a significant budget for social and CSR activities.
The key here is to develop a strong network and have good relationships with big companies so they know there is always space to collaborate in a professional and mutually beneficial manner.
IS: In a competitive landscape for sponsorships, how does Racing Club differentiate itself to attract potential partners?
RMA: I am convinced that we must step out of our comfort zone and push the boundaries. We are pioneers in innovation and challenging the status quo.
The four pillars I work on, set us apart are:
- Aim high
- Fulfil commitments
- Friendly environment
- Work professionally
Looking at neighbours Brazil and its potentially lucrative sports betting market launch, what could Argentina regulators look to emulate for the benefit of football clubs such as Racing Club for betting sponsorships?
RMA: It is important to understand sports betting as a form of entertainment. If well-regulated and controlled, it is a business that can grow significantly in Argentina. However, regulation, supervision and control are fundamental.
I believe the key point is combating illegal companies and those without licences. These illegal companies do a lot of harm to the industry since they do not address underage gambling or gambling addiction.
It is very important to invest in technology campaigns to prevent minors from accessing these platforms and to implement features for the identification of problem gamblers.
Regulated companies have protocols and regulations to combat these harmful practices.
In the case of Betsson and Racing Club, we have held countless meetings with the top executives of both institutions to fully understand the best ways to prevent these practices.
They have detailed both the actions implemented and their investment plans to continue improving in the fight against the use of the platform by minors, as well as the identification of addictive behaviours.
IS: In the UK, Aston Villa partnered with Betano to reach South American fans. Could Racing Club pursue similar partnerships following the aftermath of last summer’s Copa America in the US?
RMA: Both on the field and in the management of a club, it is essential to take advantage of all opportunities that arise. The growth and expansion of the sports betting industry are enormous, and each part must be able to make the best possible deals.
In Argentina, both the Professional League and several clubs have made agreements with betting companies. Getting on board as soon as possible, and creating a mutually beneficial commercial agreement, is key to good commercial management.
Racing is always at the forefront in these kinds of situations. We identify opportunities and step up to make them happen. Before closing with Betsson, we analysed proposals from several other companies, we chose them because of their international scope, outstanding management and because of their fighting plans against underage usage of betting platforms.
IS: How fruitful has the partnership with Betsson been since it was first signed? What activations and collaborations have been launched this year that cement this relationship?
RMA: We have an excellent relationship with Betsson. The idea is to continue deepening it. It is important to highlight that Racing was the first club where Betsson established itself in Argentina. We showed them the huge potential of this market, and now they have already signed agreements with other clubs.
The football market has many particularities that differentiate us from other industries. This is why it is essential to work closely with the directors of both institutions to adapt best practices and thus achieve the best benefits.
We carried out a number of activations, campaigns, micro-marketing, promotions and communication pieces that quickly made Betsson one of the best-positioned betting brands in Argentina.
These are:
- Social media collaboration
- E-mailings
- Influencer content
- Fan zone party
- Brand presence at the stadium
- Video branding with players
- Unforgettable experiences (include stadium visit, meet & greet with players, etc.)
IS: What do you hope attendees will take away from your session speaking at SBC Latino America?
RMA: I feel very comfortable participating in the summits organised by SBC. SBC is already a trademark of networking and entertainment, all done with a group of extremely professional and friendly people.
I hope that my presentation provides a detailed overview showing that Argentina is a great place to do business and that Racing Club is a serious institution with the power to amplify any message that a major brand wants to deliver. The football industry has an unmatched ability to establish a brand or convey a message.
Taking place between 29-31 October 2024 at the Seminole Hard Rock Hotel and Casino, Miami, the SBC Summit Latinoamerica will feature insights from panellists and keynote speakers across the betting, gaming, sports and payments sectors in Latin America. Check out the agenda and buy your ticket HERE.
