Ce leagă Joaquín, starul de la Real Betis, în vârstă de 40 de ani, de o companie de electrocasnice

You just can’t ignore Joaquín Sánchez Rodríguez. Not that anyone would want to. The veteran soccer star, a professional at 40 years old, is still out on the pitch for a vibrant Real Betis side in La Liga and remains a handy option for its manager Manuel Pellegrini.

He’s understandably a household name, and in more ways than one. Pundits and supporters always marvel at his remarkable longevity, having racked up hundreds of appearances in an enriching career. Lesser known is that for two years, Joaquín has quite literally formed part of people’s homes up and down the land, all while turning up for training each day.

Unlike many in his field, Joaquín’s commercial portfolio doesn’t only comprise flashy apparel or boots. The gregarious winger is the face of EAS Electric, a company specializing in smart, electrical household goods, which made an intriguing move to bring the Andalusia-born player on board and does not regret the decision.

By remaining an active player, the Spaniard’s brand appeal becomes greater. The business chose to work with him because he was no ordinary representative, as Rocío Valle, its marketing and communications director, informs me.

“We were looking for someone whose image our target audience considered close, one who could enter their homes and was also a professional outside,” she outlines. In soccer terms, Joaquín is perhaps best known and loved by Betis followers after playing over 400 times across two stays at the club but has admirers in nearby Málaga and further north in Valencia following stints there too.

Joaquín’s humor and relatability have led to wacky advertising opportunities with the business, such as the ‘Think like Joaquín’ campaign. It’s not every day you see sportspeople reclining on a sofa while being psychoanalyzed by a comedian, but that’s what happened to Joaquín in one, with the idea that EAS Electric products can tackle insecurities—even Joaquín’s—about mixing up the washing loads or leaving the oven turned on.

Players are often quick to work alongside brands, especially with agents and other interested parties involved. Even so, this collaboration bucks the trend slightly. In associating with household goods rather than apparel or mobile phones, Joaquín is stepping away from typically younger audiences and connecting with homeowners.

Although focusing mainly on intelligent products, the company has also explored renewable items, such as those related to solar energy. That also falls in line with Betis’ brand, given the club is considered one of the more environmentally conscious teams in Spain. Joaquín is effectively an ambassador for both.

“With Joaquín and the big advertising investments made by the brand have enabled EAS Electric to gain national interest,” Valle continues. “Our name was already present in many stores across Spain but had not become a recognizable brand. With his arrival, our name rings out. That was our main objective.”

“I consider soccer players to have always been a great attraction, and many brands have counted on them for precisely that reason. Soccer in Spain is one of the main economic assets, and players become followed public figures talked about in homes.”

How long Joaquín can keep going as an elite winger has drawn much fascination, although this year does look like his last. In an interview with Hormiguero, as relayed by Marca (Spanish), he summed up his attitude. “I don’t see 40 years as the time to retire, only to play no longer,” he said. With other opportunities surely beckoning, that seems true.

For the time being, he continues running and geeing up his teammates. Betis has gone off the boil a little yet has made an impression this season, competing towards the table summit and playing some characteristically attractive soccer. Not just that, the team has a Copa Del Rey final to look forward to on April 23, only the second in 14 seasons to not involve either Barcelona, Real Madrid or Atlético Madrid. Considering opponent Valencia’s inferior league position, it’s some opportunity for Betis to win a first major trophy in 17 years.

In his last hoorah, the club needs Joaquín’s enduring commitment and charisma more than ever as it enters home straight of the campaign. Even in his later years, with fewer appearances and goals, his impact inside stadiums in Spain has barely diminished. In business and advertising spaces beyond, it’s growing stronger.