Achieving great international media coverage, PayRetailers and the Superliga Americana Rugby (SLAR) conclude their business cycle with positive and visionary results in response to investment in sports sponsorships in Latin America.
Learn how a strategic alliance between both brands effectively reached end consumers in the region where PayRetailers operates with its merchants.
PayRetailers & SLAR: A solid and high-impact alliance
PayRetailers as an official sponsor of the Superliga Americana de Rugby has undoubtedly been a great opportunity for brand exposure. The firm placed preferential posters throughout all the playing fields – with 80% visibility and more than 35% presence, both within camera range 1 – in addition to having the right of “The player of the match” and “The play of the day”.
With television impact, and through STAR+ channels with live streaming and replay of all league games, PayRetailers reached the screens of ESPN, the sports giant which facilitated the live broadcast of all the league matches for all of LATAM and the USA.
8 super HD cameras were used for its transmission, achieving a reach of 39M views in homes throughout the region, of which 47% of viewers were people over 50 years old and a 22% of +35 years, being 71% men and 29% women who watched the games.
In addition to this, the brand increased its digital visibility with branding in official announcements, match dates and formations. Assets that represented a total engagement with more than 26K views on Instagram.
On the other hand, its strong presence in the backdrop of the “Panel Flash” interviews and captains draw was notorious, as well as the branding around all the stadiums and in powerful communication actions around the line-ups of the participating teams: the match clock, partial score and the “Highligths PayRetailers” that took place within the announcements of dates of the matches, the semifinals and the finals.
SLAR, reach and diffusion par excellence
The great reception that SLAR 2022 has had in its first cycle of the year is reflected in the results achieved on its digital channels, such as YouTube, where it has 7.6K subscribers, exceeding 140K monthly visits in more than 115 countries in all the world.
With greater representation, Argentina has 25.2% of the audience, followed by Chile with 15.5%, Colombia with 15%, Paraguay with 10%, Brazil with 6%, Uruguay with 5%, USA with 2% and Mexico with 1.8% respectively. Likewise, the League has its own Mobile Application (SLAR APP) which has achieved 5,800 downloads and 197K screen views so far this year.
As for its Instagram platform, the account experienced a 40% growth in followers at the start of the championship, achieving an audience of 31K users and a reach of 334K followers. While on Twitter it reached 2,044M impressions and 105,000 video views, on Facebook it reached 357K users and on its TikTok account it played the most viewed rugby video with 125.7K views.
In general, the Spanish firm with Latin American DNA achieved significant media exposure as a return on investment, in addition to having played a leading role in the professional growth of Rugby in LATAM, allowing both this exciting sport and the notoriety of its payment solution robust technology will reach high.
The SLAR finals: A strategic field for PayRetailers
The 2022 edition of the Superliga Americana de Rugby came to an end last June, crowning Peñarol Rugby as the current champion. The first and only professional rugby tournament in Latin America left us great examples of skill and passion for the sport, where six teams from different countries in the region gave their best, highlighting Jaguares XV in Argentina, Peñarol Rugby in Uruguay , Selknam in Chile, Cobras in XV Brazil, Olimpia Lions in Paraguay and the Pro Coffee Growers in Colombia.
The championship consisted of 33 matches refereed by 15 different referees, which were played in the stadiums of the countries mentioned above. Here is a brief list of these playing fields:
- La Pintana (CHI)
- Elias Figueroa (CHI)
- Héroes de Curupayty (PAR)
- Antonio A. Encina (PAR)
- Charrúa (URU)
These strategic locations allowed PayRetailers to achieve great brand exposure throughout the Latin American continent, generating synergies with the local culture and markets where the Spanish PayTech has specialized teams to provide quality service to the various global merchants that operate or are in the process of expanding their business in the region.