Latest AJE Group News
Jul 29, 2023
| Drinks | Sponsor | FPF | Peruvian Football Federation | Playoffs | World Cup 2026 | ECONOMY Home » Sports » AJE | How did the AJE group become the new sponsor of the Peruvian team? | Drinks | Sponsor | FPF | Peruvian Football Federation | Playoffs | World Cup 2026 | ECONOMY byarchywordys No Comments And yesterday, at a press conference, the FPF presented the Peruvian multinational AJE group as the new sponsor of the bicolor, which through its two global brands Big Cola and Sporade will accompany the team in its different categories and disciplines. The company, which has been in the market for 35 years and has a presence in more than 20 countries and four continents, occupies the place that Coca-Cola left after almost three decades of relationship with our team. LOOK: Tourism for National Holidays: a little oxygen for companies in the sector. It will be enough? “After many years, a Peruvian company, which was born in Ayacucho, becomes the official sponsor of our team. At the AJE Group we are proud to join LaBicolor, and we do so together with Big Cola and Sporade (as the official hydrator of the national team), which are two of our most important global brands. If there is something that unites us Peruvians, it is football and our national team”, says Jesús López, general manager of AJE in Peru. Erika Córdova, AJE Marketing Manager in Peru, points out that this is one of the most relevant milestones for the Big Cola brand. In conversation with Día1, López details that this sponsorship will extend until the end of 2026, when the qualifying period for the 2026 World Cup begins, and that it will also include the next world cup. Although he prefers not to reveal the amount of investment, he indicates that they aim to help the development of soccer and Peruvian sports, and that this new relationship will also greatly help Big Cola’s business objectives. Why Big Cola and Sporade? AJE brands are no strangers to the world of football, remember that Big Cola has been a sponsor of FBC Barcelona (Spain) and Paris Saint-Germain (France), two of the biggest clubs in the most powerful leagues in Europe, in the countries – also in Asia and Africa – where both Big Cola and Volt are present. Meanwhile, Sporade is also consolidating its relationship with local football, since it is the official hydrator of Liga1 and Liga2. Undoubtedly, two flagship brands for AJE on the soccer circuit, which only needed to take the step of joining the everyone’s team. / TRADE According to López, this link will have an impact on their goals as a brand. Let’s remember that although Big Cola is the most global brand in the portfolio of the Añaños Jerí family company, it was relaunched in Peru four years ago. “In the last three years we have been growing significantly, at double-digit rates with Big Cola and we want to continue growing in this way until we consolidate ourselves as the second alternative in the Peruvian black cola (soda) market,” says the executive, who notes that their participation as a sponsor of the selection will help them achieve this goal. Big Cola when it was a sponsor of the Barcelona club of Spain in 2019. The competition, he assures, is not easy, since one of them has been in the Peruvian market for more than a century. However, he estimates that they have the prospect of reaching that goal in the short and medium term. Today they are the third player, with between 14% and 15% of ‘market share’ (market share), very close to second place. “These plans are accelerated with this sponsorship and thus we consolidate ourselves as an important player,” he tells us. López comments that although Big Cola and Sporade are the main brands in this agreement, two important brands in their portfolio will also have visibility during the sponsorship period: Cielo and Pulp. How did the rapprochement take place and what happened to Coca-Cola? For almost two months, in the conferences of the DT of the Peruvian team, Juan Reynoso, the Coca-Cola brand no longer appeared on the panel where the main sponsors always shine. A first sign that, like Movistar, the beverage giant had not renewed its relationship -perhaps one of the longest that the FPF had- with the red-and-white. Although there was no official announcement of this departure, it was confirmed when yesterday the AJE group became the new official sponsor of drinks for the team. “Sponsorship occupies everything in the beverage category. Sporade fulfills its role of helping the athlete, seeing Sporade on the court, hydrating the players and in their physical performance. Big Cola is our global celebration brand, to develop that link that we Peruvians have with soccer”, says López, who also comments that carrying out the agreement took time. As he tells us, the talks began this year, they took time, since, as the general manager of AJE in Peru indicates, these are not agreements that are achieved overnight. “The Federation invited us to participate. (…) From the moment the other brand decided not to move forward, the FPF began to look for options and, mainly, they looked for us because we are a Peruvian company, which can understand that national feeling, the relationship with soccer, with the bicolor and the complexity that this represents”, he says. What happened to Coke? Although up to the closing of this note we still did not receive a response from the beverage company regarding its decision to end its historic relationship with the Peruvian team, in May Coca-Cola made a similar decision with the Chilean team, which they had sponsored since 61 years ago, from dates close to the 1962 World Cup. And where the amounts of sponsorships reached US$10 million at the best moment of the Mapochino team. The last time that Coca-Cola renewed as a sponsor of the FPF was in 2019 until 2023, the year in which it ended the bond that it had forged for almost three decades. In the case of La Roja, from the Chilean Football Federation they indicated to the newspaper La Tercera that this was a decision made by the beverage company itself, since “apparently it is not in their desire to continue sponsoring the king of sports at a national level.” of national teams, opting to appear only at the level of organizations such as FIFA and Conmebol”. From Coca-Cola de Chile SA itself, they briefly pointed out -also to La Tercera-: “we have decided not to participate in the negotiation process called by 1190 Sports and Mediapro for the exploitation of image and advertising rights of the Chilean Soccer Teams for the period of the years 2023 – 2026″. And that, “regardless of this decision, as a company, we will continue to be unconditional fans and we wish all the Chilean National Soccer Teams the best of success for this new period.” Coca-Cola also stopped sponsoring the Chilean team this year. / Screenshot He also made a similar decision in 2019, leaving behind his relationship with the Colombian team, in which he invested US$12 million for sponsorship. Thus, it is not an isolated move. As Eduardo Flores, director of Toque Fino-Sports Marketing, comments, Coca-Cola has been withdrawing from sponsoring national teams. “It is not that something has happened with the Peruvian team, there are people who think that this has been because they did not qualify for the Qatar 2022 World Cup, but not necessarily, it does not go there, it is a change in the brand’s global strategy. That is why it was not a surprise that in this new process there was no interest from the brand to send any economic proposal to the FPF or to 1190 Sports”, explains the specialist, who is also vice president of the Peruvian Sports Marketing Association (AMD). The Peruvian team renews sponsors for this new World Cup cycle. The first step this year, says Flores, was taken with the departure of the Chilean team, a relationship of more than six decades that was stopped by a change in the company’s strategy in the world, “which is very normal in these times. , where it is now going to target FIFA events and Conmebol tournaments, but not to sponsor national teams,” he says. What caused the change in brand strategy? According to Flores, it responds to two aspects, both at the level of strategy and budget, since for the sponsorship of a brand to function well, it must be accompanied by an activation strategy so that this link is felt and it is not superfluous. “It is a point in which, in the last process, Coca-Cola has done little or nothing compared to other sponsors who carried out more actions and activations”, he comments. On the other hand, it is worth noting that a Peruvian brand like Big Cola takes its place, which is a great motivation for the company and that will bring them many benefits if they get involved and take advantage of this sponsorship. Given Wide relationship _ Coca-Cola completed a 29-year relationship with the FPF in 2023, along with Cristal (Backus) are the brands that have been with the Peruvian team the longest.
AJE Group Frequently Asked Questions (FAQ)
When was AJE Group founded?
AJE Group was founded in 1988.
Where is AJE Group's headquarters?
AJE Group's headquarters is located at Lima.
What is AJE Group's latest funding round?
AJE Group's latest funding round is Loan.
How much did AJE Group raise?
AJE Group raised a total of $75M.
Who are the investors of AJE Group?
Investors of AJE Group include Banco Santander and Citigroup.