Italy Outperforms Spain in Crisis

The article discusses the marketing crisis faced by the Spanish national football team, despite its top ranking by FIFA and success in winning the UEFA European Championship in 2024 and the World Cup in 2026. It points out that the revenue from sponsorship of the Spanish team's jerseys is five times lower than that of teams like France, Germany, and Brazil, and less than that of Portugal and Italy, despite the team's athletic success and strong performance. The Spanish Football Federation aims to increase jersey sponsorship revenues at least fivefold, leveraging the presence of young global-impact stars such as Lamine Yamal and Vicky López, who are expected to help boost the team's commercial standing—especially with Spain hosting the 2030 World Cup soon. The article highlights that the sports fashion market places greater weight on history and past successes, noting that Italy and Portugal surpass Spain in jersey value due to marketing factors and historical significance rather than current performance. Adidas is expected to remain the main partner until 2030, though there are opportunities for other brands to increase competition and close the commercial gap.

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