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SBD Global/July 25, 2014/Marketing and Sponsorship

Real Madrid's James Rodríguez's Marketability On The Rise As Endorsements Pile Up

In acquiring Colombian James Rodríguez, Real Madrid has signed not only the World Cup Golden Boot winner, but also a "commercial gold mine," according to Carlos Forjanes of AS. The player represents six brands and it is estimated that he will earn €8.5M ($11.5M) from endorsements this year. Real has 50% of his image rights on "any new contract he signs, in addition to the revenue it will make from selling the new '10' shirts." Rodríguez's endorsements include shampoo brand Clear, deodorant brand Rexona, beverages Pony Malta and Milo and adidas. Management guru Fernán Martínez "also works behind the scenes as his advertising and marketing adviser." Martínez has managed Juanes, singer Julio Iglesias and his son, Enrique, and actress Sofía Vergara. Rodriguez was mentioned 8.8 million times on Twitter during the World Cup and has 4.2 million followers on the social network after "adding 200,000 since the announcement of his signing with Real Madrid." He has "taken advantage of the enormous pull he now has in Colombia to launch his own energy drink, Gold 10, the profits of which he has announced will be donated to his foundation, Colombia Somos Todos" (AS, 7/24).
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