Rexona brings the World Cup to Colombia

Colombia is a soccer-mad country whose exploits in previous World Cups are fondly remembered by soccer fans worldwide (who could forget Carlos Valderama and his massive hair tearing down the field during USA 94?!) Despite the failure of its national team to qualify for this year’s tournament, Colombia is still excited about the World Cup and brands are keen to take advantage of this. Initiative client Rexona has achieved the coup of sponsoring two of Colombia’s main online destinations for soccer fans: the soccer section of Terra and Futbolred.com

Futbolred.com has been live on the Web for six years, is the leading dedicated soccer site in Colombia and is widely renowned for its young and independent journalism. It gains nearly 17,000,000 hits per month: 2/3 of these come from Colombia while the remainder from the rest of Latin America and the wider world.

"We obtained premium spaces and presence during the World Cup for Rexona on Futbolred.com in order to create a "marriage" between Futbolred.com and Rexona for the mid and long term.  Soccer is an important communication platform for the brand, well after the World Cup is over" said Luis Lopez, Internet Director for Initiative in Bogota.

Terra is one of the largest Spanish speaking portal sites in the world and is a FIFA licensed broadcaster for Web transmissions of photos and videos for the World Cup. It has developed a format that allowed each brand to up to 4 creatives on each page. Rexona shares sponsorship with two other brands, but no two brands are advertised simultaneously on the site.

"We wanted to be where the fans would be," says Carlos Alzate, Account Manager for Rexona in Colombia. "When not in front of the TV watching a game, or listening to a radio broadcast, we know the fans will be checking results and reading gossip at either Futbolred.com or the World Cup special at Terra- and our brand has the strongest presence possible on both sites".

Check out the Futbolred.com and Terra sites.

Comments

[Bob Copeman]

Colombia are currently 27th in the FIFA/Coca Cola rankings which if accurate means that they should have qualified amongst the 32 Countries at the 2006 World Cup. But then the Czech Repiublic [ranked 2nd], Mexico [4th] and the USA [5th] have failed to make it past the First Stage ? Not to mention Nigeria, Denmark [11th=], Turkey [14th], Cameroon [15th], Egypt [17th] and Greece [20th]who failed before it even Started ? Clearly Mark Faber and the other FIFA "Statisticians" need to substantially improve their Methodology. And Colombia needs to make better use of the Medium Altitude [2,500 Metres plus] around Bogota as already does Ecuador who now meet England in the Second Stage ?

However it is Gary Lineker's tasteless presentation of tonight's JAPAN 1 BRAZIL 4 which concerns me more. I read that GL earned £500,000 from the BBC last Year with the majority surely attributable to his rather limited opportunities to present their Football rather than the Golf ?

Since he, Alan Hansen and seemingly every British born England Manager in waiting [except of course Steve McClaren who is making his mistakes on the bench next to SGE] are paid Experts for either the BBC or ITV at the 2006 World Cup we do question whether any of them have a fair and scientifically repeatable method of evaluating Individual and/or Team Performances ? We have absolutely no complaints over their approach to explaining Tactics, Line ups or Specific Replays. Or their Entertainment Value except when making points ad absurdum.

Our CAP2 system measures the Speed of the Adidas Teamgeist [not Zeitgeist ITV] Football over its Flight Path to grade every "Scoring Opportunity" [and any Required Saves] on a scale of Twenty Four. During JAPAN 1 BRAZIL 4 our CAP2 system logged Thirty Three "Scoring Opportunities" for Brazil from which they "earned 5.85 Goals to average 0.23 Goal after Eight were Discarded as each not considered to be worth 0.043 [1/24th] Goal". The FIFA Official match Statistics claimed 14 Shots "On" Target out of Twenty One but of course does not grade any further so equating a Roll to the Goalkeeper with a 35 Metre swerve into the top Corner. So CAP2 logged at least Four more worth considering than did the FIFA "Statisticians" ?

But more importantly we can say that Ronaldo "earned 2.65 Goals from Eleven Scoring Opportunities to average 0.33 Goal after Three had been Discarded". CAP2 had preset him a 0.33 Goal average or scoring One in Three. Martin O'Neill may be right when he says that "Ronaldo is a Stone overweight" but should he consider some research which we undertook using a 14 Pound Weight Belt strapped around the Hips of Britain's Best Sprinters ? That "extra Stone" lowered their Performance by 2% to 4% only. And could it be this obsession with Lighter Boots which has been a major contributor to so many Metatarsal and other Injuries to British Footballers ?

Suggesting to the Newcastle Management that Michael Owen injuring himself so early on during SWEDEN 2 ENGLAND 2 was more likely to be down to inadequate Specific Conditioning [of his Knees, Ankles and Groin area] and/or Warming up than anything to do with the FIFA Organisation of the World Cup other than the Pitch at the RheinEnergieStadion, Cologne which perhaps should have been more watered ? But did any of the Ground taff or the England Management have any repeatable system for measuring Rolling Resistance and equatign this to the initial and subsequent Moisture Content ? And should any increased Friction have been picked up by both the England Management Team and the Players themselves before Kick Off ?

Was Kawaguchi that fantastic in the Japan Goal ? CAP2 logged a net Seven Saves worth 1.0 Goal or 0.14 Goal a pop. A World Class Goalkeeper should be closer to 0.33G or saving a Serious Shot [including Penalties] in One out of Three attempts. Since Ronaldo accounted for 33% of the Brazilian Attempts only Gilberto [One fully Earned Goal from One attempt] warrants a mention but as a replacement Defender he ws not even given a Finishing BenchMark. From the rest of the Brazilian Squad only Juninho Pernambucano [One Goal earned from Four attempts] came close to his.

So Gary Lineker owes a sincere apology to "Mr Blobby" as he equalled Gerhard Muller's 14 Goal World Cup Record whilst noting that Gert Muller is a renown South African Rugby Union player. GL should perhaps remember that he probably got his extremely lucrative contract to promote Walker's Crisps because of his exposure on the non advertising BBC One channel. As the original "Big Ron" so clearly demonstrated TV Channels can just as easily take away this exposure. So perhaps the two Brazilian World Cup Managers really did know what they were doing when they retained Ronaldo up front and rested Adriano ?

[kevinlucas]

nice greenery ok....

[colombia]

grasias por sus comentarios y por su informacion transmitida tambien por las imagenes

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