{"id":9681,"date":"2014-01-18T11:00:11","date_gmt":"2014-01-18T17:00:11","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=9681"},"modified":"2017-12-20T15:54:09","modified_gmt":"2017-12-20T21:54:09","slug":"naming-rights-santiago-bernabeu","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2014\/01\/18\/naming-rights-santiago-bernabeu\/","title":{"rendered":"Coca Cola quiere poner apellido al Santiago Bernab\u00e9u"},"content":{"rendered":"<p style=\"text-align: justify\"><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/Santiago-Bernabeu.jpg\"><img fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"9682\" data-permalink=\"https:\/\/kalot.com.mx\/site\/2014\/01\/18\/naming-rights-santiago-bernabeu\/santiago-bernabeu\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/Santiago-Bernabeu.jpg?fit=560%2C420&amp;ssl=1\" data-orig-size=\"560,420\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Santiago Bernabeu\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/Santiago-Bernabeu.jpg?fit=560%2C420&amp;ssl=1\" class=\"alignleft size-medium wp-image-9682\" alt=\"Santiago Bernabeu\" src=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/08\/blogging-for-a-company2.jpg?fit=300%2C200&#038;ssl=1\" width=\"300\" height=\"200\" \/><\/a>Los <strong>naming rights<\/strong> en el mundo del marketing deportivo, se vuelven una lucha incesante para lograr ganar la batalla. Y el que en \u00e9stos momentos se encuentra en pelea, es el del <strong>Santiago Bernab\u00e9u<\/strong>.<!--more--><\/p>\n<p style=\"text-align: justify\">Emirates tiene un nuevo rival en la cancha para ponerle apellido al Santiago Bernab\u00e9u, ahora quien apuesta por ganar esa lucha, es nada m\u00e1s y nada menos que Coca-Cola. En 2012,Emirates lleg\u00f3 a poner en la mesa de Florentino, \u00a0hasta 54 millones de euros anuales por darle un nombre al coliseum madridista. Sin embargo, en esos momentos no estaba pensado vender los derechos de naming rights.<\/p>\n<p style=\"text-align: justify\">Hace un a\u00f1o, se tom\u00f3 la decisi\u00f3n de buscar una marca que rebautizara al inmueble, y comenz\u00f3 la lucha por ganar los <strong>naming rights<\/strong> de \u00e9ste prestigioso estadio. Lucha a la que se unieron las marcas \u00a0<strong>Audi<\/strong> y <strong>Microsoft<\/strong>, aunque todo parec\u00eda indicar que los derechos ser\u00edan para <strong>Emirates<\/strong>.<\/p>\n<p style=\"text-align: justify\">Se vuelven a prender las alertas, y es que la marca m\u00e1s famosa de refrescos en el mundo: <strong>Coca-Cola<\/strong>, se une a la batalla. Y ha puesto una oferta de 80 millones de euros al a\u00f1o. \u00bfsorprendente? Para muchos si, tal vez no para Florentino, el que al no haber tomado una decisi\u00f3n antes, seguramente ya estaba esperando la oferta.<\/p>\n<p style=\"text-align: justify\">La batalla contin\u00faa, hasta no tener un comunicado oficial por parte de Florentino P\u00e9rez sobre la venta de los derechos de naming rights a alguna de estas marcas, cualquiera puede ser el ganador. Se cual sea el ganador, una vez m\u00e1s aqu\u00ed se ve reflejada la importancia del tema de los <strong>naming rights<\/strong>, en el \u00e1mbito del negocio deportivo.<\/p>\n<p style=\"text-align: justify\">Para los aficionados merengues&#8230; \u00bfQu\u00e9 apellido les gustar\u00eda m\u00e1s?<\/p>\n<p style=\"text-align: justify\">Gracias por seguir el blog de Kalot. \ud83d\ude42<\/p>\n<h6 id=\"fuente-marketing-deportivo\" style=\"text-align: justify\">Fuente: Marketing Deportivo<\/h6>\n<p style=\"text-align: justify\">\n","protected":false},"excerpt":{"rendered":"Los naming rights en el mundo del marketing deportivo, se vuelven una lucha incesante para lograr ganar la&hellip;\n","protected":false},"author":24,"featured_media":9682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":{"0":"post-9681","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sin-categoria","8":"cs-entry","9":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Naming Rights: Coca-Cola quiere poner su apellido al Santiago Bernab\u00e9u<\/title>\n<meta name=\"description\" content=\"Los naming rights en el mundo del marketing deportivo, se vuelven una lucha incesante para lograr ganar la batalla. 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En este momento se encuentran en semifinales de la Champions League y es muy probable que los clubes mejor valuados del mundo\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/05\/Real-Madrid-Logo-.jpg?fit=1200%2C960&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/05\/Real-Madrid-Logo-.jpg?fit=1200%2C960&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/05\/Real-Madrid-Logo-.jpg?fit=1200%2C960&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/05\/Real-Madrid-Logo-.jpg?fit=1200%2C960&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/05\/Real-Madrid-Logo-.jpg?fit=1200%2C960&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":18048,"url":"https:\/\/kalot.com.mx\/site\/2014\/09\/10\/mexico-tercer-mercado-para-coca-cola-life\/","url_meta":{"origin":9681,"position":2},"title":"M\u00e9xico Tercer Mercado para Coca Cola Life","author":"Adrian Aldana","date":"10 septiembre, 2014","format":false,"excerpt":"\u00a0 Tal vez es algo que no esperabas, pero aqu\u00ed est\u00e1 Coca Cola Life, M\u00e9xico es el tercer mercado en Latinoam\u00e9rica que empieza a comercializar este producto de la Familia Coca Cola. \u00bfQu\u00e9 nos Ofrece Coca Cola Life en el aspecto NATURAL? Reconozco que ca\u00ed con la publicidad ya que\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/09\/Coca-Cola-Life.jpg?fit=1200%2C589&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/09\/Coca-Cola-Life.jpg?fit=1200%2C589&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/09\/Coca-Cola-Life.jpg?fit=1200%2C589&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/09\/Coca-Cola-Life.jpg?fit=1200%2C589&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/09\/Coca-Cola-Life.jpg?fit=1200%2C589&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":10613,"url":"https:\/\/kalot.com.mx\/site\/2014\/01\/29\/just-add-zero-cocacolazeromx\/","url_meta":{"origin":9681,"position":3},"title":"Just Add Zero @CocaColaZeroMx","author":"Dulce Mireles","date":"29 enero, 2014","format":false,"excerpt":"Recientemente Coca Cola Zero de la gran familia de gaseosas de la ciudad de Atlanta, Georgia EUA ha lanzado este interesante spot bajo la leyenda \"Just add Zero\" Del director\u00a0NIMA Nourizadeh quien ha trabajo con artistas como Lilly Allen,\u00a0Sophie Ellis-Bextor y \u00a0Hot Chip, sin embargo NIMA ha sido reconocido por\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/x.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/x.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/x.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/x.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/x.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":8987,"url":"https:\/\/kalot.com.mx\/site\/2014\/01\/04\/reasonstobelieve-coca-cola\/","url_meta":{"origin":9681,"position":4},"title":"#ReasonstoBelieve by Coca Cola","author":"Dulce Mireles","date":"4 enero, 2014","format":false,"excerpt":"La marca Coca Cola es una de las favoritas no solo en su producto de bebidas refrescantes sino tambi\u00e9n por la grandiosa publicidad que se puede resumir en tres palabras: efectiva, emotiva y creativa. El a\u00f1o pasado nos sorprendieron con varias campa\u00f1as, de la cual la m\u00e1s recordada es \"Volvamonos\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/hqdefault.jpg?fit=480%2C360&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":11191,"url":"https:\/\/kalot.com.mx\/site\/2014\/02\/05\/coca-cola-anuncio\/","url_meta":{"origin":9681,"position":5},"title":"Coca Cola y sus problemas ocasionados por su \u00faltimo anuncio","author":"Jorge Era\u00f1a","date":"5 febrero, 2014","format":false,"excerpt":"Coca Cola siempre se ha caracterizado por la enorme inversi\u00f3n que realizan en campa\u00f1as publicitarias en todos los diferentes medios donde pueden estar presentes, con un n\u00famero de impactos impresionante y obviamente con un alcance masivo -lo favorito de Coca-. Hace poco comentaba con unos amigos de la carrera que\u2026","rel":"","context":"Con 2 comentarios","block_context":{"text":"Con 2 comentarios","link":"https:\/\/kalot.com.mx\/site\/2014\/02\/05\/coca-cola-anuncio\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ItsBeautiful_1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ItsBeautiful_1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ItsBeautiful_1.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ItsBeautiful_1.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/02\/ItsBeautiful_1.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/9681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/comments?post=9681"}],"version-history":[{"count":7,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/9681\/revisions"}],"predecessor-version":[{"id":29858,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/9681\/revisions\/29858"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media\/9682"}],"wp:attachment":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media?parent=9681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/categories?post=9681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/tags?post=9681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}