Napoli will be the first Sere A team that will once again be “supported” by the choirs of their fans. Despite the closed-door stadiums imposed by the pandemic. Miracles of marketing and, in particular, of the partnership between Aurelio De Laurentiis’ football club and Acqua Lete, the Azzurri’s main jersey sponsor. The latest collaboration idea takes the form of a hashtag – #CoroaCoreLete – and works as a social contest that aims to involve the 4.6 million Neapolitan fans around the world. Lete recorded an original stadium choir performed by three illustrious “fans”: Insigne, Mertens, Koulibaly and Politano.
The “duet” with Insigne, Mertens & co.
The chorus refers to the attachment of the blue people to their favorite team, despite the long abstinence from the stadium due to the coronavirus emergency. From 12 April every fan, by connecting to the Tik Tok platform with the hashtag #CoroaCoreLete, will be able to duet with Insigne, Mertens, Koulibaly and Politano and record their contribution. All the contents of the challenge will feed a series of collective videos projected at the “Diego Armando Maradona” stadium in Naples during the next home matches and will accompany the Azzurri in the crucial phase of the championship.
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How to break the silence of the stadium
An original social marketing strategy that captures the sign of the times. “In recent months we have wondered how to bring the warmth and love of the Azzurri fans back to the stands of” Diego Armando Maradona “and we have found with the #CoroaCoreLete challenge on Tik Tok an innovative way that can break the silence at the stadium and warm the hearts of footballers and fans, ”says Gabriella Cuzzone, marketing director of Acqua Lete. Alessandro Formisano, head of operations, sales and marketing of Napoli echoes her: the operation «is certainly one of the most interesting examples of new forms of collaboration between clubs and sponsors and having developed it with our main sponsor fills us with pride. #CoroaCoreLete involved the players in a spontaneous and fun way and will also be able to do it with the fans, reinforcing in an absolutely original way the special bond that unites the team with the fans and the Neapolitan people ». Who knows if the example is not followed by other Serie A clubs as well.