For many years, Amica Group has been involved in sponsoring sports teams, with football clubs in particular. The agreement signed with the Atletico Madrid women’s team is yet another step in this direction. The sponsorship agreement will come into force on the 1st of April 2021 and will expire at the end of the 2023-2024 season. The Fagor logo will be displayed on, among others, LED boards during Atletico Madrid matches throughout the Primera División Femenina, Copa de la Reina, Women’s UEFA Cup, Supercopa Femenina and the Women’s Champions League campaigns. Brand identification will also appear within the stadium and on the club’s website. The sponsor’s trademark will also be used during interviews, photo shoots involving women footballers and during consumer activations. The presence of the logo on football kits is also being considered. This will be analysed in the middle of this year.
Football in Spain is treated almost like a religion – this also currently applies to women’s football. The official partnership with Atletico Madrid is an outcome of in-depth analysis and more than 12 months of discussion and negotiations. Cooperation between the FAGOR brand and such a well-known and recognisable club opens up opportunities for us. These are not only in terms of reaching the younger portion of our target group, but primarily, it perfectly falls in line with our mission, embedded into the FAGOR brand on its path to re-development. Atletico’s DNA contains such ideas as prowess, ambition and commitment, corresponding to the rivalry of women footballers during their games. This is exactly how we pictured the role of the FAGOR brand after it returned to consumers in a refined version, as part of the Amica Group portfolio. The fact that, according to the latest study covering the Spanish population, Atletico exhibits the highest positive perception, apoliticism and neutrality indices, is very important for us in terms of distributing our appliances in such Spanish regions as Catalonia, Andalusia or the central Community of Madrid region - says Paweł Rydz - marketing director at the Amica Group.
Owing to this sponsorship contract with Atletico Madrid, the Amica Group will be able to reach potential buyers of the FAGOR brand in Spain with its communication and marketing message. The constant development of the company within the younger consumer sector is the brand’s objective for the coming years. Communication in light of the fempowerment trend growing in Europe and Fagor brand presentation through a successful women's football team, will be remembered by the younger and middle-aged population of Spaniards, who spend their free time supporting their favourite clubs.
The Atletico de Madrid football club was established in Madrid in 1903, and is one of the most famous teams in the history of football. The women's Atletico team has won three Spanish Primera División Femenina titles in a row, between 2016 to 2018. Despite the prevailing pandemic, it is the current holder of the Spanish Super Cup trophy, which it won at the end of January this year. Atletico Madrid woman footballers are largely popular throughout the country – they are the second team in Spain in terms of fanbase and social media followers. The club also holds the world record for attendance at a women's football match, with 60,739 spectators watching the duel against FC Barcelona.
The Amica Group is a leading European manufacturer of home appliances with over 70 years of experience. Its offer covers a full range of intelligent large and small home appliances, distinguished by well-devised and useful solutions, the latest technology as well as modern design. One of the core elements of the company's development strategy is investing in recognisable local brands. The group's portfolio includes the brands: Amica (Central and Western Europe), Hansa (Eastern Europe), Gram (Scandinavia), CDA (United Kingdom) and Fagor (Spain). It employs over 3000 people worldwide, thanks to whom it delivers over 5 million appliances annually to customers in over 70 markets around the world. In 2018, the group's consolidated turnover amounted to almost EUR 750 million.