LONDON (LALATE) – Manchester United’s branding of Chicharito hasn’t turned Javier Hernandez into soccer’s newest star; rather, it’s been Chicharito’s immense work ethic and stellar performance on the field. But in advancing the Mexican soccer talent, Manchester United now is trying to learn how to brand its latest star, fast enough, as enormous praise continues to grow.
In Chicharito’s native Mexico, massive billboards carry his Nike campaign. On Sunday, fans tweeted how Chicharito posters seem to be offered in inserts across countless magazines this weekend.Â Teen girls take to twitter and Facebook this weekend asking where to get Chicharito posters for their bedroom. Outside of games, colorful sombreros are being sold to British fans; crowds of men and women are wearing pink, yellow and green massive sombreros to games honoring their star.
But as British press report today, Chicharito is a “godsend” to the marketing machine of Manchester United. “The marketing men are always on the lookout for a new star, particularly when the club are ÂŁ700million in debt, have lost their No1 pin-up, Cristiano Ronaldo, and seen Wayne Rooney become as popular as a package holiday to Yemen.”
And the marketing push will be easier. Wayne Rooney has given countless weeks of scandal news about an alleged mistress. The allegations followed previous mistresses for which Rooney apologized to fans to years earlier. Then Rooney said he wanted to leave Manchester United, only to apologize to fans and announce his return. And yet despite Ferguson’s choice not to refer to previous club stars by their nickname, you would have a hard time hearing Ferguson refer to Chicharito as “Hernandez” during news interviews. TV spots, jerseys and ad spots are for “Chicharito” not “Hernandez”.
Amidt all the roaming-Rooney problems, Chicharito is the real deal. Chicharito’s news is about his work ethic, his stunning goals on the field, and his commitment to his team, not himself. Despite the fact that Chicharito’s million dollar smile appeals to teen girls, Chicharito does not aspire to become another Cristiano Ronaldo seeking to be snapped with Kim Kardashian or Paris Hilton at some latenight club. In his own words, “I’m working hard because I want to stay here a long time and win lots of trophies.” He adds that he doesn’t seek to be a star for Manchester United or a hero; rather he seeks to make his team the hero.