14 Oct La Liga Clubs Strike ‘Sockatyes’ Deal
This weekend Atletico Madrid will be the first of 13 La Liga teams to play wearing ‘Sockatyes’, an elastic strap to be worn around the leg. But does this have any benefits for the wearer, or is it just another way for clubs to increase sponsorship revenue?
[#Sportbiz] L’Atletico Madrid inaugure le sponsoring sur les chaussettes de joueurs >> http://t.co/lXb6YuPwR8 pic.twitter.com/EXvfq4tbS0
— Football & Stratégie (@FootStrategie) October 13, 2014
The Chinese company behind Sockatyes claims that they are proven to assist blood circulation in the leg, and may help prevent injury and cramp. As the calf muscle warms up and expands, the elastic expands with it, as opposed to regular tape. They also hold the sock in place, in the same way as regular tape.
As well as the tape that wraps around the leg, Sockatyes feature a tab that would be in place on the side or back of the players’ leg. This of course offers a prime marketing opportunity, and with the global appeal of La Liga it’s one that is likely to draw a lot of attention.
Sockatyes are not the most aesthetically pleasing accessory around – the tab stands out on the leg and looks as if it was hurriedly stuck on at the last minute. Depending on the sponsor and the colour of the kit, it may look better on some teams than others, much in the same way that some shirt sponsor logos look better than others.
Nella #Liga arriva Sockatyes, la fascia elastica per piazzare gli sponsor sui calzettoni: http://t.co/ghM6ErdlfR pic.twitter.com/iyyvjaSAF0
— Passione Maglie (@passionemaglie) October 13, 2014
Sockatyes and the LFP, the governing body of football in Spain, have signed a two-year deal that includes 11 clubs from Liga Adelante as well as the 13 La Liga clubs. If they prove to be a success, both in terms of their benefits and marketing opportunities, don’t be surprised to see them popping up in other leagues around the world.
The only other question that remains is how long until clubs start auctioning off players arms for sponsors to tattoo their logos onto!