Real Valladolid CF is a Spanish football club located in the city of Valladolid, in Castile and León. Founded on June 20, 1928, as a result of the merger between Club Deportivo Español and Real Unión Deportiva, the club has grown to become a prominent team in the Spanish First Division (having recently returned to the First Division). Its colors, purple and white, have been a symbol of the club since its inception, appearing on its home kit with vertical stripes. Currently, the club is chaired by football legend Ronaldo Nazario and plays its home matches at the José Zorrilla Stadium.
In a masterclass at UEMC Business School, Mavi Papathanasiadi, Brand Leader of Real Valladolid CF, discussed the importance of brand management in the sports sector, covering everything from strategy definition to positioning. Her presentation focused on how this football club manages its identity through various key departments, such as communications.
Brand Manual
Until 2022, Real Valladolid did not have a brand manual; it only had its crest. From that year onwards, a guide was created for both internal and external use, consolidating the club’s visual identity.
Shield and Monogram
The club’s crest and monogram are an essential part of this new identity, standing out in all brand applications.
Real Valladolid crest
Royal Valladolid Monogram
Typefaces
In 2022, Real Valladolid introduced its own typeface, ‘ Pucela Font’, designed by Valladolid native Carlos de Miguel. This font was created to reflect Valladolid’s rich historical printing tradition, reinterpreting elements from printed materials and historical posters of the city. The club also uses the Barlow typeface as a complement for longer texts or where Pucela Font is not suitable.
Real Valladolid’s ‘Pucela Font’ typeface
Real Valladolid’s ‘Barlow’ typeface
Colors
The colors purple and white are fundamental to Real Valladolid’s visibility. This defined color palette is consistently applied across all areas and communications of the club.
Real Valladolid color palette
Brand Architecture
Real Valladolid comprises numerous projects, points of sale, and touchpoints, each with specific needs. Its brand architecture is structured in monolithic, hybrid, and independent branches, allowing for the cohesion and flexibility necessary to add new projects and keep existing ones aligned. This structure reflects the club’s values and identity, promoting a modern and adaptable brand.
Real Valladolid data architecture
Social Media Strategy
The club has reorganized its social media strategy around five key pillars, taking into account brand tone, channels, and content:
- The team: Focused on the club’s sporting and institutional moments, with formal and informative content ranging from official statements to match dates and results.
- Behind the scenes: Exclusive content that shows the team’s day-to-day life, with a more spontaneous and personal approach. Includes training sessions, interviews, and special mentions.
- Offside: Entertainment content that reveals the more personal and fun side of the team. Such as player highlights and special days.
- Passion for the colors: Content that celebrates the history and values of the club. Seeking to connect emotionally with the fans through memories and significant moments around the stadium.
- Beyond the stadium: Collaborative content that connects the club with the culture and environment of Valladolid, showcasing artistic and cultural aspects related to the team and its fans.
This comprehensive approach to Real Valladolid’s brand management highlights the importance of branding in sports marketing. Demonstrating how a well-managed identity can strengthen the connection with fans and boost business in various areas.
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