Spain’s BBVA has re-launched its
annual tie-up with entertainment company Panini as it looks to
leverage its inaugural season as sponsor of La Liga, Spain’s
top-flight football league.
The two firms will once again target Spain’s
youth segment via a co-branded effort with Colecciones Este, the
Panini subsidiary which has sold soccer card collections in Spain
since 1972.
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BBVA, which previously sponsored the
second-tier Spanish league, is offering 300 soccer cards to
children who open a Miniblue account and deposit €200 ($285) into
such accounts.
The bank is aiming to reach 500,000 children
with the campaign, a sharp increase on the 80,000 who participated
in the 2007 campaign and the 200,000 who did so in 2008. BBVA says
its wider BlueBBVA campaign has already reached one million young
people, giving it a market share in excess of 12 percent in the
segment.
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