GIRONALeganés, a club that has made posters an art and is brainstorming to promote its matches, is likeable. It is usually expressed through humor. But he also knows how to be serious, to pay homage to those who have left us, or to vindicate everything he thinks is appropriate. This week’s match against Girona this Sunday (6.15pm, Movistar LaLiga) and the conflict between Russia and Ukraine send a strong message of peace: “I wish all the ‘battles’ were 90 minutes. ”Says the slogan.
Days before, and making a pun with the name of the best white-and-red player, he published the following: ‘The best of Butarque Stuànim’. They are geniuses.
The popularity gained shows that it does not take many resources to exploit the communicative side. And they have the ability to send the right message at the right time, being true to a strong identity that has not only strengthened the bond with fans and enhanced the sense of belonging, but also receives the admiration of rivals. “When someone comes up with an idea, it doesn’t take long to share it with the rest on WhatsApp and that’s where the best campaigns come from,” said a voice from the communications and marketing department in a report on ReasonWhy in 2019. Although it is hard to believe, eleven years ago, in 2008, this department did not exist within the club. “I learned that for a story to tell, it has to be told, and in those days almost no one explained what Leganés was doing,” said Daniel Abanda, who founded the department by showing up at the offices and requesting an appointment with the owner. of the club to sell him the idea. When you have a real dream, the rest doesn’t matter. His grandfather was the number 6 member of the club.
In search of visibility
And it is that the small teams, always in the shadow of the big ones, have to strive to be recognized. Leganés, who already in the Second B laid the strategic foundations of a story that would end up taking him to the First Division, has found the formula by listening to his people. “It simply came to our notice then. And being a family club means that the process of adapting ideas only has to go through a couple of steps. We are also lucky that those who supervise them understand that we have to dare and that allows us a lot of freedom. Because if the small clubs took on the institutional restrictions of the clubs that occupy the media, we would be absolutely invisible to the general public “, they admit.
In the premiere of Girona in Primera, they dedicated a gesture of complicity to him with a “Welcome to Primera” inspired by the film ‘It’, and a “They have the coast, we the bravery”, referring to the Costa Brava. Original and fun.
“It simply came to our notice then. Nothing fills us more than receiving messages from fans of other clubs saying that they keep a piece of Leganés in their hearts “, they conclude.
