How to create a truly ‘Messi’ brand experience

2-Don’t isolate & segregate the true fan

What also irked the fans-who had paid through various bodily orifices to be in the stadium-was that there was a barrier between them and their deity. And yet, those with power and clout-politicians, film stars and business folk-had such easy access to Messi. While there are business and other realities which govern such things, that does not necessarily have to be showcased right in front of the eyes of spectators. Like a well art-directed logo, the powers that be, had to create (at the very least) moments where Messi would be away from this human clutter trying to pose with him, grabbing selfies to boost their own social media traction. Viewing footage from the stadiums reveals: those were the moments fans were really vocal in their disapproval. One of the things about ‘mass brands’-and Messi certainly is one, given the universal nature of football-is that they place everyone else on the same ‘level playing field’. But, at all these venues, it appeared ‘labels’ mattered more.

3-Think more about the ‘take home’ aspect

Eventually, at all such events, the proof of the porridge (footballers eat healthy) is what the fans carry back home. Priceless memories. Unforgettable up- close interactions. An opportunity to be heard by your hero. And so on. It would be safe to say, little of this happened for the majority. They were left frustrated and fuming. All they will remember is that they had the perception of being mugged. Of not getting close to their money’s worth. That’s tragic. Brands are built on the love and faith of fans. If they feel let down, much like in the case of human relationships, ties falter. Devotion drops. The aura surrounding the offering begins to fade. Which is why this was such a missed opportunity. Even a few carefully crafted, memorable interactions with normal folk, could have helped so much. Jerseys could be handed out. Some balls could have been autographed. A clandestine street game (surreptitiously filmed) could have broken the internet. As things stand, the only thing fans were left with, is probably a demand for the ‘G.O.A.T. tour done right’. To conclude, this was such an opportunity. To showcase India’s ability to meaningfully design global sporting events (even if this wasn’t really one). Critical for the credentials we are building to pitch for the 2036 Olympics and other marquee properties. But it seems like a only self-goal was scored here. Though, if we heed the insights garnered from this event, the next one need not necessarily be such a ‘Messi’ one.