In September, LaLiga unveiled the new logo for the famous match between Barcelona and Real Madrid, believed by many to be the biggest game in club football, bringing in more than 650 million viewers from across the globe.
The objective of this marketing move was simple enough: provide this iconic match with a clear brand identity.
The idea of turning El Clásico into a powerful global commercial brand has been simmering for several years. This clash is by far the most attractive game in the Spanish top flight and, despite the current somewhat desperate situation of both clubs, it is still expected to draw in more that 600 million pairs of eyes from fans in around 180 countries. In fact, there are only four countries that do not televise this match live, namely, Mongolia, North Korea, Malta and Papua New Guinea.
This Sunday, 24 October, will be the first time that this new emblem is officially used, one designed by branding company Vasava. LaLiga is hoping that this new branding can give yet another boost to one of its most important assets, and the idea is that it will be used in all international activities related to the match, such as El Clásico for veterans.
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— LaLiga English (@LaLigaEN) October 23, 2021
The marketing folk at Vasava argue that the logo is a groundbreaking, young, exciting, football and powerful image, which will be able to connect with the audience and, specifically, more clearly with younger fans. The style of the logo is inspired by urban culture, e-sports and the new audiovisual trends that have emerged with streaming platforms.
Emotion is the focus of the image, the same feeling that fans have when they enter the Camp Nou or the Santiago Bernabéu or turn on the TV to cheer on their team in the biggest game in the world.
As you’d expect, we at AS will be all over the game, with live coverage building up from about an hour before kick off.