LaLiga Santander: Real Madrid, Barcelona and LaLiga, benchmarks for the Spain brand in the United States
mehe football is the main benchmark for the Spain brand in the United States. And more specifically, real Madrid, Barcelona Y The leaguethat come out very empowered from a study that has been carried out by the LLYC for the Renowned Brands Forum with the support of ICEX.
The study gathers the conclusions of an in-depth analysis focused on the conversation on Twitter, digital media, forums and blogs on the perception of Americans regarding Spain and its main companies. More than 83 million publications have been analyzed in Spanish and English from the United States, between August 2017 and August 2022.
According to this study, the sports sector is the one that most activates the social conversation about companies and also the most valued, with special interest in soccer. It is 50% above the next sector, the so-called ‘other brands’. The three Spanish companies that are most mentioned in the conversation in the United States have to do with soccer: Real Madrid in the lead, followed by Barcelona and LaLiga. Furthermore, the Atletico Madrid is fifth. Between Madrid, Barça and LaLiga reach more than 11 million mentions (7.3 Madrid, 2.8 Barça and 1.8 LaLiga).
Real Madrid is also the brand most associated with Spain in the United States. In this case, LaLiga occupies second place and Barcelona is third. In this classification, Atlético appears in eighth position, behind Telefónica, Santander, BBVA and Iberdrola.
Rafael Nadal, Pau Gasol and Jon Rham
In the individual section, what the study collects as “ambassadors”, the sports ones stand out again. In featured conversation Rafael Nadal and his participation in the 2022 Australian Open, which he ended up winning. His position in favor of vaccination against the coronavirus was also highly commented. Pau Gasol on his departure from the Lakers and his retirement from basketball and golfing jon rahm are the other two most recognized ‘ambassadors’.
In the ‘international relations’ section, LaLiga once again stands out as the main ambassador of Spain in the United States, mentioned mainly in relation to the Clásicos between Real Madrid and Barcelona.
As for the most commented sports topics, the victories of Real Madrid in the Champions League stand out. That of 2022 occupies the first position, followed by that of 2018, which also coincides later with the march of Zidane of the club. Real Madrid’s victory over Barcelona in the Spain Supercup in 2017, the elimination of Champions and crisis of Real Madrid in March 2019, the controversy over the creation of the super league in April 2021 and the departure of Messi in August 2021, are other highly discussed topics in the United States.