Sports firms jump on World Cup bandwagon
THE EUPHORIA THAT FOLLOWED ECUADOR'S QUALIFICATION FOR THIS YEAR'S SOCCER WORLD CUP HAS HELPED TO CONSOLIDATE THE SUCCESS OF LOCAL SPORTS COMPANIES SUCH AS MARATHON

FLYING THE FLAG Soccer fans celebrate the World Cup qualification of Ecuador, sponsored by Marathon Sports.

When Ecuador qualified for the World Cup on November 7th, 2001 by drawing 1-1 with Uruguay, the national celebrations knew no bounds. For the first time in its sporting history Ecuador was going to participate in soccer’s most famed event, which this year takes place in Korea and Japan in June and July. Colombian-born coach Hernan Dario Gómez, who forged the players into a real team, is now a national star and the country hasn’t seen such excitement since their long-distance runner, Jefferson Perez, won a gold medal in the 1996 Olympics.
As the forthcoming great event is heralded throughout the country, its impact and meaning go far beyond the boundaries of the sport itself, for soccer is the single unifying factor in this multi-ethnic land through which Ecuador’s inhabitants relate to each other on totally equal terms. A new national identity has been created and a boost given to a country that has felt itself for so long to be in the shadows. The qualification has actually put Ecuador on the map for many people. Now thanks to its talented soccer team, Ecuador’s name–at least in the world of sport–has spread far and wide.

RODRIGO RIBADENEIRA Director General of Marathon Sports

“Soccer represents 60% of our business in this country,” says Rodrigo Ribadeneira, Director General of Marathon Sports. His company, which officially sponsors the national team, provides 60% of the country’s sportswear and its brand name is the local equivalent of Nike or Adidas.
Marathon was launched two decades ago when the real explosion of sports fashion began and is today a veritable Ecuadorian flagship in this sector. With a turnover of $65 million, it exports the remaining 40% of its sportswear to Andean countries. Recently it opened retail shops in Peru, where it intends to consolidate over the next four years, and is now looking to penetrate Colombia.

“In the 20 years I’ve been running this business, I’ve been able to give Ecuadorians the chance to obtain products similar to those they bought abroad,” says Mr. Ribadeneira. “This is why it’s expanded so much here. The country is soccer-crazy.”
Marathon’s support for the national squad goes way back. “We were right behind our team even when they barely won a match in eight years,” says Mr. Ribadeneira. “The world cup decision has helped the country’s self-esteem incalculably.”
The business now has 75% of the market cornered and Marathon Sports intends to dedicate itself to maintaining its position in the soccer market. It is also looking into other sports it can market and support by means of international licenses. “My son is finalizing an agreement with the American NBA to buy a license to sell in Ecuador and export to different related companies,” says Mr. Ribadeneira. This will be advantageous to the company as it means outside brands and technology can then be brought in, and the products manufactured locally and distributed throughout the country.

Marathon employs 1,200 people of whom 600 are in the retail and wholesale business. The rest are in manufacturing, which gives work to more Ecuadorians. “Our licenses also allow us to sell our products in many countries and this will mean more jobs,” explains Mr. Ribadeneira. He expects this figure of 600 to expand to 800 in the next few years.
Mr. Ribadeneira also feels Marathon has a social function to promote well-being in the country and help people to get on in life. His interests include promoting the Tin Delgado soccer school in El Chota, where young future champions can be seen on TV sporting Marathon shirts.