Appliances manufacturer, Indesit, officially launched their ‘Genuine Football Fan’ campaign last weekend at the Emirates Cup. In deals that Arsenal have described as ‘multi-million dollar’, they will be sponsoring four European teams in order to raise their profile in a number of markets. The four sides are Arsenal, Milan, PSG and Shakhtar Donetsk.
As part of the campaign they have of course launched a website (http://football.indesit.com), Facebook page and twitter presence where they will be posting various pieces of content. They will also be able to use four players from each club for their advertising campaigns without having to negotiate image rights deals with the individual players, something that could be a huge asset – especially given PSG’s recent spending spree.
As well as the unveiling and press conference at the Emirates before proceedings at the Emirates Cup, We Are Social and Indesit organised a 7 a side tournament at the Soccerdome – formerly the David Beckham soccer academy. They kindly invited a group of bloggers along to take part with a selection of journalists, Indesit employees and former professional players. The teams in the tournament represented each of the four sides being sponsored and the ex-pros were none other than Ray Parlour (Arsenal), Pietro Vierchowod (Milan) and Alain Roche (PSG).
So along I went, armed with little more than my football boots and gleeful excitement, to partner former France international Alain Roche in a winning PSG side – perhaps the only trophy the capital club will win this season. You can read a full match report here at the Indesit Football site, and there is a video below with a few of the weekends highlights.
I later found out that Alain Roche had won the Copa del Rey with Valencia back in 1999, scoring against and destroying Real Madrid 6-0 along the way. Thanks Alain, it was a pleasure.