This is an unusual football post, but as a huge fan of SL Benfica it’s my main source of inspiration for today: Freddy Adu is heading to Benfica !
© Associated Press
Besides being a rising star that luckily will be traded with profit in 2-3 years, he’s also a cashcow in merchandising, with his Benfica jersey representing good sales in the States
(he’s captain of US National Team).
Last year Kikin fonseca was the cover for Fifa07 Soccer game, and this year another high profile american player is signing. For a global brand such as Benfica, it’s a great move, and if football (soccer) reaches more audience/viewers in the US in the next years, it will be nice to know that my club has built such a big brand awareness.
Actually, this post might not be totally off-topic since Freddy is kind of an Internet phenomenon, with his YouTube videos with more than half-million views and having his own website.
I don’t know if it was the above video that convinced the team to sign him off, but it surely had importance.
Which brings me to some final questions: how do scouts and sports teams use the Internet? Could YouTube replace global scouts? Should player agents invest heavily on Internet PR?
If you have interesting thoughts or examples regarding the use of Internet on sports PR, please drop a line in the comments.