Brand: Valencia CF
Client: Peter Draper
Agency: Iris Worldwide
Valencia CF: A true underdog story
Across the world, if you asked people about Spanish football, people would talk to you about the glamour of Real Madrid and the skill of Barcelona. They might even tell you about the tenacity of Atletico Madrid.
But they're no longer likely to mention Valencia. A sad state of affairs for a 100 year old footballing institution, cherished & admired in footballing circles. Spain's 3rd most supported team, at the turn of the millennium Valencia CF was enjoying a rich vein of form, winning 2 league titles & reaching 2 Champions League finals.
(In less than a decade Valencia went from Champions League Superclub to relegation battlers
Then disaster struck in the form of the European debt crisis. It couldn't have come at a worse time. Saddled with crippling debt and halfway through an expensive stadium move, Valencia found itself staring down the barrel of bankruptcy and administration. A firesale of its top talent staved off the bailiffs for a while, but eventually Valencia had to bow to inevitable and find a new owner, or be consigned to the bowels of history.