Il marchio Napoli sbanca anche all’estero: boom di fans club e vendita maglie

 L’ultima a balzare all’onore delle cronache è stata la ragazza giapponese abbracciata a Rafael Benitez. Un mese fa, la giovane presidentessa del Club Napoli Nippon, la tifoseria giapponese, è stata ospitata infatti nel centro sportivo di Castel Volturno, dove ha potuto incontrare i calciatori del Napoli e il nuovo allenatore Rafa Benitez. Il madrileno, uomo di mondo che sa di certo fare gli onori di casa ai nuovi arrivati l’ha salutata nella sua lingua: «Konnichiwa». E l’incontro è stato così emozionante che, poche ore dopo, la giovane su facebook raccontava ai suoi connazionali napolisti l’accaduto così: «Abbiamo parlato del nostro club, i Samurai Azzurri e del fatto che grazie a lui anche i tifosi del Real in Giappone iniziano a tifare Napoli. Poi gli ho regalato la nostra sciarpa e un cornino portafortuna azzurro. Il mister Benitez è stato simpaticissimo». L’incontro tra la squadra e la tifosa di Tokyo è solo l’ultimo esempio, in ordine di tempo, del calore che abbraccia la maglia azzurra in tutto il mondo. Sì, perché il tifo azzurro varca ogni confine geografico. Da Zurigo a New York, passando per Bangkong, Tokio e Pechino è un’esplosione di cuori azzurri. A Parigi c’è il club Psg, acronimo di Paris San Gennar che fa il verso alla squadra francese. In Gran Bretagna, il Napoli Fans Club London fa addirittura business e per 15 sterline promette di spedire la sciarpa azzurra limited edition. La passione azzurra, infatti, marcia di pari passo con il successo del brand Napoli.

Che il tifo per la maglia azzurra fosse uno dei più importanti al mondo, in realtà, è fatto risaputo e pochi giorni fa è giunto anche il riconoscimento ufficiale. Secondo i francesi di, che hanno analizzando i dati sui social network, il Napoli si piazza al 5° posto nella graduatoria mondiale. Unica squadra italiana, preceduta solo da Boca Juniors, Borussia Dortmund, Celtic Glasgow e Roja Casablanca.

Un successo clamoroso, tant’è che qualche mese fa sul sito ufficiale il Napoli ha avviato un censimento da cui sono risultati oltre 500 fan club azzurri nel mondo. Metà dei quali sono fuori dall’Italia. È per questo motivo che Alessandro Formisano, responsabile del Marketing del Napoli Calcio, esprimeva la necessitadi creare «un rapporto di fidelizzazione anche con i tifosi più lontani, soprattutto attraverso la vendita dei prodotti a marchio Napoli, per farli sentire virtualmente a casa loro». Ed è il merchandising del Napoli, infatti, a riscaldare la passione azzurra in tutto il mondo, specie perché il 50% delle vendite di maglie e accessori vari avviene attraverso il web con gli e-commerce.

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