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RAW, between motor and eSports: renew with Alpine F1, …

RAW fuels its sports sponsorship portfolio. The Asturian brand of bio isotonic drinks bets this year on eSports. Specifically, he ha


RAW fuels its sports sponsorship portfolio. The Asturian brand of bio isotonic drinks bets this year on eSports. Specifically, he has just sealed a “strategic agreement” with Falcons, the club founded by Chelsea footballer César Azpilicueta. In addition, the company will renew with Alpine F1 Team, where it came from the hand of one of its most popular shareholders, Fernando Alonso, and finalizes an agreement with the Aprilia MotoGP team to grow in the World Championship on two wheels, according to 2Playbook the founder and CEO of RAW, Rubén González.

The first approach of this young company – born in 2019 – to eSports was with two first-rate gamers, Willyrex and TheGreft, who are also investors in the company. Then he signed last February with BCN Squad, but the relationship has already ended once the team has disappeared after the purchase of its place in the Super League by a Basque investment group, as advanced by this medium.

For this season, then, his great agreement in this sector will be the one that unites him with Falcons. The company logo will be present on the sleeve of the team’s jersey. “We are still beginning to shape the relationship,” says González, who has the objective that, through joint activations, “we can disseminate the RAW brand message and the value of a product that is really born to change habits. of consumption”.

Electronic sports are a preferential part of the company’s roadmap, which, for next year, is looking for allies who “share our values”. “People who believe in the brand, Smart partners”, he details.

But is there real awareness in eSports to encourage healthy eating and drinking habits? “There is everything, but the teams are increasingly looking at these aspects; those who weren’t in it before, are beginning to be there ”, points out the founder.

Motor: enter Alonso’s helmet and Espargaró and Viñales’ motorcycle

As for the engine, the objective for this year of RAW is to be able to add its logo to two large-displacement vehicles. In Alpine F1 Team, where they entered the current season, as this medium progressed, the renewal is about to fall. What is being negotiated is whether the brand goes a step further and enters the macedony of logos that appear on Fernando Alonso’s helmet.

The Asturian driver is an important part of the brand’s growth internationally. Another athlete who participates in its shareholding and supports the company via social networks is Aleix Espargaró. The Catalan MotoGP rider is already the image of the brand, but now he could add his partner to his team. And is that “Aprilia is interested in us being a sponsor for next season”González advances. “They liked the product, they believe that the brands must be changed (currently energy companies dominate this range) and they are betting,” he explains.

Beyond the engine, the company is also a supplier to the Movistar Team of the World Tour. “We will also continue with them in 2022, and we will try to be a little more present,” says the founder of this beverage brand that has focused its marketing on sports.

In football they are not so present yet. They do not rule out growing, but, for now, they have a couple of sponsorships in the elite. One in LaLiga Santander, as a member of RC Celta, and another in the Primera Iberdrola feminine, after recently signing with Unión Deportiva Granadilla Tenerife for this season.

Waiting for a local partner to ‘attack’ American sports

At the international level, while growing in Central America and the Caribbean, RAW is working to project a growth plan in 2022 with sports sponsorships in the United States. “We are looking for an alliance with a powerful North American partner. It is the best formula to enter there ”, assures González.

Finally, and with the return of popular races – “one of our key targets” – after the pandemic, the brand has proposals for next year. “We want to be present in races as a supplier, as we were in the Valencia Marathon and the Barcelona Marathon before the Covid”.