My UK travels have kept me away from my blog for too long! But don’t think that I’m not observing the culture and taking mental notes about future articles!
I just had a lovely sunny weekend visiting a friend at the University of Manchester. Thanks god she’s a sports fan or I would’ve overlooked visiting the famous Manchester United Stadium and would’ve missed out on a great opportunity to see probably the currently strongest Bulgarian brand in action!
In a previous post, I wrote about who Dimitar Berbatov is and why Bulgarians are so proud of the Man United striker. But now, I actually witnessed that he has the potential to become an endorsement superstar (although of much lesser proportion) similar to Tiger Woods or David Beckham.
Among the merchandise, the highest proportion of course was dedicated to the team as a whole (Man United has always tried to put the spotlight on the collective rather than the individual, even during the time of Beckham), but surprisingly, probably the next most-popular images were those of Owen and Berbatov. It felt so good to see scarves, mugs, t-shirts, and posters with his handsome face and resonant name!
Berba is certainly the most successful brand Bulgaria has exported in the recent years. He is not only a good player, but also a celebrity whose good looks and status of a fashion icon are additionally enhanced by his socially responsible initiatives(the Dimitar Berbatov Foundation for the development of children’s talent). This winning combination has won him loyal fans from all over the world.
However, so far, he seems to be endorsing mainly products and services in Bulgaria: he has been the face of UNICEF Bulgaria, First Investment Bank, Vivatel telecom company, and more (follow the links to the ads). His image is one of the hard-working and successful man. But on a global scale, Berbatov is still only part of the Manchester United brand. His name is rarely evoked outside the Man United context, and he hasn’t really moved beyond endorsing his team’s corporate sponsors like AON or Turkish Airlines (check out these cool commercials). From what I saw in Manchester, I’d like to think that he could further leverage his potential.