Dani Alves a brand that became toxic

The day that Pumas publicly ended the relationship with Dani Alves, the press back was blank. In this way, the club protected its sponsors. Nobody wanted to be attached to an image that had become toxic and did not reflect values. The disassociation of the brands was present. The homage to his sporting reputation, career and altruistic commitments vanished in less than a month.

At the beginning of this year, from Barcelona a piece of news went around the world. A woman sued Alves for sexual abuse and was not willing to receive compensation, the repair of the damage led the footballer to bars while the trial continued. In parallel, public opinion opened its own judgment that affected his brand value.

“We have no relationship with the person you mention. Our relationship is with Pumas and we do not support the signing of players. A couple of years ago we stopped having a relationship with Dani Alves. Soon we will send you the list of our Nike athletes in soccer”, responded to El Economista, the Communication Department of Nike Mexico.

While DHL Express, which is advertised on the chest of the team’s jersey, did not respond to the request.

Alves became a toxic image that no longer matched the values ​​he promoted. The chances of rebuilding his brand and market value are seen as an impossible mission, since at 39 the chances of a club wanting to sign him are minimal.

“The drop in the value of your brand is 100%. The public image theory says that it will always be more profitable to build a brand and strengthen it, than to make a mistake and rebuild it. The value is linked to the reputation and with many stimuli over time. The judgment is also made in public opinion and it will be difficult to stand up in case he is innocent. The institutions will try to distance themselves from something that could harm their image. A sports brand will no longer be interested in being related, very different from how Adidas continued with David Beckham after retirement. Alves’ goal was to do social work and work his brand here, ”explains Angel Palma, Director of Total Match, a soccer player representation agency.

The Brazilian full-back arrived in Mexico on a free transfer after ending his contract with Barca. In the last year, Pumas dared to open the portfolio to sign international tag players such as Gustavo del Prete, Eduardo Salvio and Alves.

During the interrogation in Barcelona, ​​the judge revealed his salary with a copy of the contract in hand. Alves signed with Pumas for 300,000 euros a month (more than $327,000) and this amount was paid to him by the club with the help of sponsors. This newspaper was able to learn that the club seeks to claim compensation from the player for an advance payment of his salary. Any movement will be made from the legal offices, headed by Manuel Alcocer, general attorney for the UNAM Pumas for almost 20 years.

_ Is it financially viable for a soccer club that brands pay a player’s wages?

“It is not practical for a brand to finance the squad as a sponsorship benefit. This is a task that falls to the club, unless there is a prior study of the impact on shirts for Nike, exposure and brand interaction for DHL or that the agreement amortizes the current investment of each brand. A sponsor has fertile ground in strengthening the foundations in sports, fan experience, social responsibility or brand growth around the club. It is not advisable to get involved in the squad, it is a field managed by actors outside the sponsorship”, analyzes Luis Rico, Director of the Sportainment company.

The contrast with his reputation in the past

Alves had all the attention since he arrived in Mexico. At Terminal 1 of the city’s airport, he left through an alternate door to evade the press. In his presentation at the quarry, La Rebel was allowed to enter to make him feel the spirit and color of the university. The club highlighted that the Brazilian did not allow separating from the team in armored cars when arriving or leaving the CU stadium.

marisol.rojas@eleconomista.mx