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Calabria and the Azzurri

After the sad return from the Austro-Swiss European, the Italian team has added to its carnet a new sponsor. A sponsor this particular time, not bars energizing or big energy companies, but a public body. The Region of Calabria.
Financing of € 8 million to the South African World Cup 2010.
considerations apart in terms of pure marketing - Italy is World Champion and of course the partnership leverage this added value (ergo high costs) and, in my opinion (but I hope to be proved wrong), you set up a little difficult to repeat that win-win situation (failure to return on investment), it also configures the retention because the brand image of the region (highly impaired) hardly approaches to sporting events will not continue, as the activities of the national high-risk failure due to the volatility the subject sponsored (qualifies or does not qualify? and if you qualify, come to where?).
How much more must be added in order to demonstrate - in my opinion - the futility of this sponsorship? If the Calabria had an image equal to that of the Ruhr or Catalunya, I would have undoubtedly approved of such choices.
The problem - according to my opinion - is yet another initiative "megalomaniac" and incapable of planning more comprehensive, consisting of careful strategic planning and a more integrated approach on many levels (communication, promotion, infrastructure, institutional reform, common morality, etc...)
For President Loiero the initiative aims to promote "the positive image of Calabria"
the problem lies here: we talk too much about image and not about communication, transparency, multi-channel layering approach, strategy.
We face the new case Toscani Calabrian sauce: in many criticized the campaign.
Personally, I saw something good in that creative project, aimed at the defeat of entrenched stereotypes towards Calabria and Calabria. The problematic aspect, however, still resides in the fact that once an image campaign is unlikely to have happened if not supported and engaged in a broader strategic plan. To all
these conditions are not rosy adds an investigation by the finding of 'European Union: the money from the sponsorship funds come from the European and probably should have been allocated to other areas (including one of the marinas).
The flaps in the coming months.
Meanwhile let's enjoy this first place in the qualifying round, especially after the victory against the tough Cyprus, again demonstrating the uniqueness of the conquest of the Cup, in one unforgettable night of July 9, 2006.