The Director of Sponsorship Communication and Content at BBVAIgnacio Tena, has pointed out in the 10th edition of the Proa Communication ObservatoryA. G. K.: "Now it's all about the internet. Paper is going through a difficult time. On the internet, a small piece of information flies, it generates a lot of echo. With a simple tweetWe have clarified that BBVA is negotiating with the Spanish Football League to renew its sponsorship. More and more, people are finding out about news through social networks or digital media". He also stressed that, since his arrival at BBVA, he has given a lot of impetus to communication through social networks.
According to Tena, the most important thing about sponsorship is to associate your brand with content and values that add value to the brand and are aligned with it: "You cannot associate your brand with people or events that do not fit with the corporate philosophy".
That is why BBVA has decided to sponsor the mountaineer Carlos Soria. At 74, he is the oldest person still among the elite of mountaineering. "We have made him a brand ambassador, along with the footballers Casillas and Iniesta. Nobody knew him at first, but now everyone knows who he is and associates him with our bank. He is followed in all the sports newspapers, and he has 228,000 followers on Facebook".
Tena stressed that, before deciding on a sponsorship, they assess whether it will bring the bank at least two requirements: brand awareness, brand positioning and commercial activation. "You have to be clear about the objectives of the sponsorship. It should help you reach more interesting channels, and generate content that adds value".
According to Tena, "sponsorship of the Spanish Football League gives us notoriety and brand positioning. It brings solidity, leadership and international power. Having the name of the best league in the world allows you to reach many more places". The Liga BBVA Facebook profile has 1.9 million followers, more than double the profile of the Marca newspaper. Now we want Liga BBVA to have more presence in Latin America, and to highlight issues such as the fact that all fans who buy a ticket to go to a Liga BBVA match are covered by insurance from our bank".
Regarding the NBA sponsorship, Tena explained that "thanks to it, the Americans already know that we are a bank, and they know us. In addition, many Spanish journalists have rediscovered the NBA because of our sponsorship". He also considers that "in the United States, they are more respectful with sponsorships, and the mention of the sponsor is respected".