James Rodríguez’s arrival at Everton was undoubtedly one of the bombs of the summer. The Merseyside team highlighted their star signature with style and the Colombian quickly won worldwide praise. Hard work award.
The New York Times, acclaimed American media, analyzed the arrival of the cucuteño in the Premier League and the media impact this generated.
The author Rory Smith was the first to start from the close relationship between James and Carlo Ancelotti. It is no secret that the Italian manager is like the “father of football” of the former Real Madrid. He takes him where he goes, pampers him, gives him the necessary minutes, understands, in short, a perfect father-son relationship.
When Rodríguez bends down to choose a bottle of water, Ancelotti steps away from the game and gently places a hand on the player’s back. It is an almost fatherly gesture, full of satisfaction, pride and affection. He leaves it there for a second or two – long enough for Rodríguez to know it’s appreciated, ”explains the medium.
On the other hand, Smith focuses on media impact. Everton has made purchases from three stars (James, Doucuré and Allan), but it is that of Envigado that takes all the spotlight. Remembering when the Colpatria Tower was painted blue or the billboards of Times Square and Miami Beach. All a rock star.
And no wonder, according to Richard Kenyon, the club’s marketing director, James is the eighth athlete in the world with the most “followers” on social networks. In short, what it generates at the marketing, advertising and other levels is exceptional.
As for the sport, the two games he played made his enormous quality evident. Smith recalled precisely that Everton was characterized by the recruitment of young talents who in the future would have meant great revenues for the club, but who in sport did not allow them to aspire to a championship or a European title.
With the 29-year-old midfielder, things change because “it’s a purchase for today”, an opportunity to go down in the standings with first-rate players and thus aspire to important titles. “The only way, ultimately, to rejoin the elite is to act as a test first,” he says.
Finally, the impact of the signing on fans was analyzed. The images and videos on social media speak for themselves. Before officially playing, ‘toffee’ fans had a great illusion with the arrival of James. It was the star they were looking for. The Premier League matches arrived and happiness increased by a thousand. Choirs, face tattoos, wild celebrations, all of this quickly spawned the Colombian. Total advertising campaign.