MAPFRE Hits the Road with Football Fans in ‘Here, Here, and Here’ Copa Del Rey Spot

MAPFRE has returned to the pitch, and doing so in a big way. After a successful sponsorship of the Copa del Rey last season, the insurer is repeating the experience with a campaign that combines emotion, presence, and participation.

The proposal seeks to go beyond visibility as a partner to become a true companion for the fans.

The creative approach stems from a clear insight: the Copa del Rey is a competition 'for everyone,' where big and small teams compete on equal terms. This essence of inclusion, excitement, and collective effort fits with MAPFRE's values: trust, proximity, support, and commitment to people at every moment of their lives.

Under the slogan 'Here, here, and here,' created by Burns The Agency, a 360-degree campaign has been developed that aims to connect with football fans wherever they are. And when we say 'here,' we're not just talking about MAPFRE's touchpoints; we're talking about being present in every stadium, where there's a story of overcoming challenges, a team full of enthusiasm, or a community passionate about football.

"This year, MAPFRE isn't content with just being a sponsor. The idea is to be everywhere, from the largest stadiums to the smallest towns," explained María Rodríguez, account director at Burns.

The campaign accompanies every moment of the competition with unique experiences: from the launch of the 'Here, Here, and Here' concept video and the display of the message in MAPFRE office windows, to a branded bus traveling across Spain, offering raffles, merchandise, and games to bring the Cup closer to all fans. In addition to unique experiences during the most exciting part of the competition.

Coinciding with the start of the competition, the bus has already set off. Fans in Cabezón de la Sal, Calatayud, and Tudela have already enjoyed all the experiences offered by this event, which will spread the passion for football throughout Spain until December.

Football and shared values

Football is passion, effort, and community. MAPFRE shares these same principles: helping overcome obstacles, offering security, and building trust. In this sense, the 'Here, Here, and Here' campaign symbolises how the insurer aligns itself with the values of sport and reinforces its role as part of the Spanish social fabric.

"The Copa del Rey represents the excitement of everyone who participates and the passion of those who experience it. With this campaign, we want MAPFRE to be at the heart of that excitement and make it felt."

"As more than just an insurance company: as a close and accessible partner. Because at MAPFRE, we know that football is a feeling that goes beyond teams. And the Copa del Rey is a reflection of that," emphasised Fernando Garrido, marketing and communications director of MAPFRE Spain.

MAPFRE is the leading Spanish insurance company worldwide. With 7.4 million customers, around 11,000 employees in Spain, and more than 3,100 offices throughout the country, MAPFRE reinforces its commitment to service and its commitment to being close to people, reaching out to the hearts of all fans. The Copa del Rey becomes the perfect stage to underline MAPFRE's commitment to supporting people wherever they are.

This is the latest chapter in a sponsorship that seeks to connect with people. It's not just a campaign; it's a way to demonstrate that MAPFRE is closer to fans than ever. From the largest stadiums to the most remote corners, MAPFRE is part of the excitement that only football can generate.