Interview: Real Betis find it hard to grow local commercial income – now they launch ambitious strategy in Asia and Mexico

22 September 2020

Photo: PA Images Andrés Guardado (Right) is one of the key-members of the Real Team. He is also the captain of the Mexican national team and therefore commercially a very exposed person in Mexico, where Real Betis believe they could generate some revenue.

Seville-based LaLiga club is targeting China, Japan and Mexico to grow its fanbase and attract new sponsors.

Authentic social media content and tailor-made tours for players and potential sponsors are helping to boost the Betis brand.

As COVID-19 continues to impact traditional revenue streams, Betis plan for digital and international operations to make up 10-15 per cent of total income within five years.

When Japan midfielder Takashi Inui signed for Real Betis in 2018, his unveiling wasn’t just the typical photo of a smiling player holding the shirt of his new team.

Inui, fresh from playing in the World Cup, was presented at a special event held by Betis and LaLiga at the Spanish Embassy in Tokyo. He became the first foreign LaLiga player to be unveiled in his homeland and the signing generated global headlines.

It also showed Betis, who had a revenue of €108.9 million in 2019, how they could reach a market of millions of potential fans beyond the Spanish borders.

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