The Pyaterochka retail chain entered into an annual partnership agreement with the Zenit football club. The signatories of the document argue that both buyers and fans will benefit from the partnership between the two major brands. As a regional partner of the club, the retailer promises its customers more football, while FC Zenit and the Gazprom Arena stadium will provide the chain with advertising opportunities. This is only part of the joint ideas so far, the details are being worked out now.
“Cooperation with a great club and a multiple champions of Russia, winner of the Super Cup, UEFA Cup, and UEFA Super Cup is a big step forward for us and something new because we have not previously collaborated with sports clubs,” said Vladislav Kurbatov, General Director of the Pyaterochka retail chain. – It is important that this is not just a collaboration, but a collaboration of two truly St. Petersburg brands. Our first store was opened in 1999 in St. Petersburg, so that “buckwheat”, “curb”, and “front” are close and familiar to us.
“All this is symbolic because this season we are faced with the task of winning the Russian championship for the fifth time in a row and having a second star on our T-shirts, corresponding to a ten-time victory at the national championships,” says Alexander Medvedev, General Director of FC Zenit. – There are about a thousand Pyaterochka stores in the region of St. Petersburg and the Leningrad region, and we would like their visitors to go to football after shopping. We will come up with an action or a series of actions that will link trips to the store and to the Gazprom Arena.
As Vladislav Kurbatov explained, the specifics are now being discussed – within the framework of cooperation, co-branded souvenir products, Zenit racks in stores may appear, and there are also plans for joint large-scale promotions that allow Pyaterochka customers to attend closed training sessions of blue-white-blue – for example, within the framework of loyalty programs or individual events. Thus, the football club will attract new fans from among the buyers of the chain of stores.
“Today Zenit is the most visited team in Russia,” he continued. – On average, there are 36.5 thousand spectators at a match with her participation, and as long as the championship and the cup are gaining momentum, this figure will grow. We not only use advertising surfaces at stadiums to reach out, but our customers are also waiting for autograph sessions with Zenit players right in stores. And since Zenit will play Spartak at least five times this season, we look forward to many joint events – for example, visits to the training base by our best employees, winners of raffles, and lotteries.
Follow us on Google News Asia Times Now page for faster updates.
