The “Tecatito” effect causes a stir in Seville: learn about the incredible influence of the Mexican soccer player since he arrived in Spain
Corona has played 14 games since he signed for Sevilla.
Photo: Fran Santiago / Getty Images
For: EFE Updated 08 Apr 2022, 9: 52 am EDT
Jesús ‘Tecatito’ Corona has landed on his feet in Seville. The Mexican soccer player has not missed a single game since he debuted. It was not only a wish of the coach Julen Lopetegui, captivated by his skills since he directed the Portuguese Porto. It is also a key piece in the international strategy of Sevilla FC, that has catapulted its projection in Mexico, where they calculate that they have 28 millions of potential fans.
Mexico is a strategic market for the whole of Seville. Along with China and India, these are the three key points on which they want to focus the entity’s international commitment
, but with the arrival of ‘Tecatito’ they have experienced an unprecedented increase in their recognition in the Aztec country.
“In Mexico, Sevilla has brand awareness spontaneous of 04%. That’s barbaric. You say to any Mexican ‘tell me Spanish soccer clubs’ and the 28% appoints you to Sevilla FC spontaneously, not suggested. This is now going even further, with ‘Tecatito’”, assures EFE the business director of Sevilla FC, Jorge Paradela.
In suggested acknowledgment -if the respondent is asked directly about the club-, the percentage rises to 14%: one out of every two Mexicans recognizes Sevilla FC if asked about it, according to data from the American consulting firm Nielsen, the reference used by most soccer clubs, with digital surveys of a thousand Mexicans of legal age.
The opportunity is immense. Some 56 millions of Mexicans, practically half of the country, follow soccer, and the Spanish LaLiga is the most followed foreign competition. Based on these data, Sevilla calculates a potential follow-up of 24 millions of people.
El ‘Tecatito’, a nickname that comes after a joke with his teammates from Monterrey, who played a game of words with Tecate, the rival company of the Corona brewery, which coincides with the winger’s last name, could be the key for Sevilla FC to take advantage of that potential of image in a country of 54 million people.
In a club that in the In recent years he has strengthened his relationship with the country -Corona is the fourth Mexican player in the entity’s history, after Gerardo Torrado, Miguel Layún and Javier ‘ Chicharito’ Hernández-, the arrival of the winger has been noticed immediately.
The impact goes from the media to the networks. Between September and March almost ,600 news in Mexican media about Sevilla, surpassing the data from last season. With the arrival of ‘Tecatito’, the monthly average of information has doubled: from 888 news per month about the club at 2,354, according to data to which EFE has had access.
In the same way, the impact of the Sevillian team on social networks like Twitter has multiplied by four in the Mexican market. From some 383 tweets on the social message network shorts per month at 1.354 since Corona arrived at the Sevillian neighborhood of Nervión. Also in their internal databases they have noticed a boost of more than 5,000 new records since the appearance of the extreme.
A Global Brand
China, Mexico and India. They are the three vectors of a very advanced international plan that work in the steering committee of the Seville team. “Sevilla FC is a global brand, last season we had 354 millions of fans worldwide , 400 millions including OTT (digital platforms), with a very powerful footprint in Asia or in America”, assures EFE the director of Business of the club.
Paradela assures that its current strategy is based on choose these three markets to have a more effective action. In China, for example, they have the largest following in club networks outside of Spain. “We have been two or three years of communication activity in China and we are going to go further in brand activation,” she explains.
In India, Sevilla FC has been collaborating with the Bengaluru United, a team from the ‘Indian Silicon Valley’, the city of Bangalore, and in Mexico can count on the momentum that ‘Tecatito’ now offers them, also with a view to the World Cup 2026 organized by the United States, Mexico and Canada.
Following that appointment, they will try to make the leap to the American giant. “Soccer is only growing there, so the United States will have a role in our strategy “, concludes the Sevilla FC executive, who is surfing the wave of ‘Tecatito’ to grow on the other side of the Atlantic.
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