Lamar Odom or how to excite fans with just a signing

Some teams fall into depression when a bad streak creates a climate of uneasiness and takes fans out of the venue. Although they have being loyal during seasons, there is a point where it is not worth attending to matches as now better times are gone and only melancholic memories of a glorious past remain.

Managers need to react and try to involve people again by creating excitement, passion. The objective, to fill again the empty seats.

In that sense, Laboral Kutxa’s CEO Josean Querejeta made a master movement signing the NBA superstar Lamar Odom. Querejeta, one of the smartest sports managers of the world, became Santa for a day and brought a present that no Baskonia fan could imagine. There was no gossip about the signing in the days before and suddenly, fans saw the two NBA tittles winner Lamar Odom landing in Vitoria and turning up for his presentation.

It was absolutely shocking for both the team’s fans and sports lovers from all over the country. “Lamar Odom” was trending toping in Spain and the news sports sections talked about Laboral Kutxa. It was almost a social event, with the city major attending his presentations and receiving him as a political personality.

The team, a serious contender for Euroleague Championship some years ago and used to win trophies in Spain, has suffered a spiral that  brought the team into mediocrity. They have  win nothing since 2010. From then on major teams in Europe signed the best players and due to financial cuts, the Basque team could not sign top-class players. Real Madrid and Barcelona established a bipolar dictatorship and Baskonia lost his high status.

In this season the situation seemed even worse, as they had to struggle hard for getting the Cup quallification, although they only need to be eight, and they are virtually eliminated from the Euroleague, where they have suffered several painful defeats.

In that context of pessimism and uneasiness, with fans booing the team after matches, Josean Querejeta signed Lamar Odom and since he arrived at Victoria, future seems brighter for the team. Fans are now hopeful about the remaining challenges of the team this season and there is no more resignation in the atmosphere surrounding the club.

Florentino Pérez, back in the middle 2000’s,  used this strategy when year after year the great Real Madrid endured disappointing seasons. He signed players like Bechkam, Figo, Michael Owen and more recently Gareth Bale that attracted people back to the stadium, sold out the stars’ t-shirts and in some way made people proud of their team again, despite the lack of tropies.

Sport is about feelings, emotions and mood and some smart CEO’s have discovered that signing a super-stars can turn pessimism, conformism and apathy into hope. And there is no other feeling that fills sport venues more than hope. The hope of watching your team regaining his former glory. That is really exciting.

Odom will debute tonight at 20.45. Laboral Kutxa will face Unicaja in a vital game if they want to keep on fighting for the Euroleague Quarter finals.

Here is a link for the game: http://goatd.net/71915/watch-laboral-kutxa-vitoria-vs-unicaja-malaga

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