Hublot Loves Football?

I'll let you be the judge ; )

Football Legends Pelé & Marcello Lippi

                                meet for a Match of Friendship in Dubai

That's right sports fans, that bastion of footballing and needy grass roots football development programs (insert eye roll and deep sigh here), DUBAI, was host to the latest Hublot Dog and Pony show.

Courtesy of Hublot

Life is a long time, and if you live long enough you will see it all, and so it was that we were treated to the footballing equivalent of the "Fat Elvis Las Vegas Era" for Pele and an assortment of former professionals who were freighted to Dubai to entertain a group of profoundly wealthy people.

Courtesy of Hublot

"This was the dream and Hublot has made it a reality!This match is everybody’s dream.  Seeing friends of the brand, legends on the pitch playing football, bringing together legendary sportsmen who have never played together for this exceptional encounter, creating two teams for a Match of Friendship, all this is more than we could have hoped for!  What better proof of how football can bring people together!”
                                                   Ricardo Guadalupe, CEO of Hublot


Well, football and commerce at any rate ; ) 

Let's be honest with each other, a 30 minute game of pick-ups with a rather disparate group of former internationals is not a ground breaking event.  It is a pr package put together to amuse the customers in a region that, in fairness, probably represents the best potential for Hublot to sell watches.

And in fairness, if I were a retired (or as good as retired, no longer playing in Europe's top leagues or even the MLS, and plying my trade in China or India) footballer, I would probably welcome the opportunity to be whisked first class to Dubai, treated like a hero, possibly get a new shiny watch, jog around for 15 minutes or so, and mug for the camera.  Who wouldn't?
 

Courtesy of Hublot

So a humble proposal that I have put forward to Hublot several times already (spoiler alert, crickets in response) and will continue to do so every time they push one of these events out to the press - 

Take 1/1000th of what this event cost to put on in.  Donate it to a true grass roots organization working to make football possible in parts of the world where Hublot would not necessarily be a market leader.  I understand that Hublot is a business and not a registered charity and I have no expectation that they should behave as such.  Having said that, when you proudly proclaim your love of football, it would be great if that was a love of football for everyone, not just the wealthy, and it would even be tax deductible ; )





















 

Do Black People Buy Watches? An Interesting Counterpoint and a Paler Shade of White

Now not surprisingly, some interesting discussions took place following Wednesday's post.  And one person opined that I had clearly "cherry picked", looking for two brands that made it easy to prove a point.  So I asked for their suggestions and they mentioned Tag Heuer, Rolex, Hublot and some of the other usual suspects.  In other words, check out all of the big dogs who dip their toes in the brand ambassador pool.  

Seems fair enough to me.

So as we continue our side by side comparisons, first up today is Hublot -

I have a love-hate relationship with the folks in Nyon.  On the one hand, they have done some very good charity work, they make some interesting watches, and in many ways demonstrate how powerful an idea can be when it is properly executed.  And on that score there can be no debate.

On the other hand, they have partnered with some truly dubious characters in the past, and seem to have a hard time breaking up with a certain pugilist who has a less than stellar record outside of the ring.

But one thing has to be acknowledged - of the 14 individuals currently listed on their website under the Partnership category, 3 are black.  Usain Bolt, Dwayne Wade, and the King himself - Pelé.  They have also partnered in the past with Kobe Bryant (probably the less said about the "Vino" watch, the better).  In addition (as mentioned above) they have partnered with Floyd Mayweather, and if memory serves, Jay Zee touched down briefly on planet Hublot in the not-too-distant past.  And while 3 current ambassadors might seem pretty lean, when you compare it to our two previous brands -

Omega - 0
Audemars Piguet - 1

3 seems like a pretty big number.

But when we look at corporate stable mate Tag Heuer, we encounter a return to the apparent norm in the Swiss luxury industry.  Now I need to be clear, once again, I am basing this on what I can see on the Tag Heuer website right now.  These ambassadorships are divided into categories, so in the interest of clarity, I will break these down accordingly:

Art & Music -
5 ambassadors
0 black ambassadors

Lifestyle -
5 ambassadors
0 black ambassadors

Sport -
14 ambassadors & "friends" 
1 black ambassador - Tim Howard 

3 ambassadors (if you don't count the car)
1 black ambassador - Muhammad Ali

Now in fairness, with 2 ambassadors, Tag Heuer is way ahead of Omega.  On the other hand, one of those ambassadors is no longer with us, so it is sort of a difficult daily exposure idea to leverage.
And I find it fascinating because Tag Heuer spares no expense in promoting their brands and spreading the word.  So clearly, this is not a budgetary issue.  At least not in the traditional sense.

 
 

 

Hublot Loves Football... Sorta'

HUBLOT CREATES FOOTBALL HISTORY AGAIN PELÉ AND MARADONA TOGETHER FOR ONCE IN A LIFETIME MATCH!

Yes, clearly English is a tricky language... 

Hublot has partnered with some famous footballers - past and nearly present - and played a bit of five a sides -

Team Pelé – Ferdinand, Hierro, Dida, Crespo and Bebeto and Team Maradona – Trezeguet, Peruzzi, Ferrara, Materazzi and Seedorf 

Yawn...

Courtesy of Hublot

In a sporting event filled with about as much drama and suspense as a movie you've seen 30 times, 10 old farts rambled around a wildly improbable football pitch more likely found at a millionaire's estate than the real world where the rest of us live.

Because, you know, Hublot loves football!  

The concept was a "dream team" of world football greats to play in a game that we've apparently always longed to see.

Oh, and new watches and Hublot wall clocks were handed out.  

The new Euro watch was unveiled, limited edition of 100 pieces.

Courtesy of Hublot

Now what would be interesting is if they partnered with Tag Heuer for a smart watch function that could accurately keep a record of:

1.  Number of breaches of ethics and or conduct that happen at FIFA HQ each day

2.  Number of times those breaches are dismissed or ignored by the FIFA "ethics" committee

3.  Total dollar amount of bribes served up in FIFA land to secure the rights to world cups

4.  Number of foreign workers killed while constructing the stadiums for the Qatar World Farce

5.  Number of children in Nepal and other countries who now don't have fathers so that Qatar can build the stadiums for the World Farce that will be obsolete following the tournament

Courtesy of Hublot

And if I sound a bit pissy, you'll have to forgive me.  In fairness to Hublot they actually had a charitable aspect to this circus of the stars - 

At half time, there is a penalty shoot-out for the UEFA Foundation, “UEFA Foundation for the children”. 

This was so important to Hublot that they buried it in the press release and devoted an ENTIRE SENTENCE to it, making no further reference to the amount, what sort of work the UEFA Foundation does, etc.

So since Hublot couldn't be bothered to tell you about what exactly the UEFA Foundation does, allow me -

UEFA for Children was the initiative of Michel Platini.  An organization with very good intentions, the goal is to provide opportunities for less advantaged children in Europe and around the world.  

Hublot, I am really and truly happy that you have started incorporating charitable actions into your events and promotions.  I suppose we shouldn't look a "gift Big Bang" in the mouth.  But you have an audience of millions.  You could actually do something on the level of Omega with Orbis, but of course that would mean that you'd actually also have to WANT to do it.

So Mr. Biver, Mr. Guadalupe - I am throwing down the gauntlet once again. Quit the bullshit and do something real.



Having said that, for those of you out there that really do love football, and actually love people, here are some charities you could consider for a small donation.  No pressure from me, but just so you know they are out there.  

And Tempus Fugit will be making an admittedly modest donation to both organizations this summer -

Charity Ball

What is Charity Ball?

Courtesy of Charity Ball

Charity Ball is a soccer charity that provides, new, quality soccer balls to kids in poverty-stricken communities around the world.

Why?

Good question. Why invest in a soccer ball when there are so many other ways to help children? Consider the following:

• Children in developing countries are forced to deal difficult things like HIV/AIDS, contaminated water and civil war. One way for them to cope is by playing the game of soccer.
• Soccer is an excellent way to learn how to work together and succeed. It promotes friendship and fair play.
• Soccer promotes good health through physical fitness.
• Soccer reduces crime because kids have something constructive to do.
• Many children in developing nations will never get the opportunity to touch or kick a real soccer ball.
• Soccer can help a child develop a strong identity and sense of self worth.

How did Charity Ball start?

Charity Ball Soccer Charity was started in 2010 by Ethan King, who was 10 years old at the time. During the summer of 2009 he visited Mozambique (Africa) with his dad. While his father rehabilitated water wells, Ethan played soccer with the village kids. In one particular village, he decided to give his soccer ball away and quickly discovered the power of generosity. After returning to the United States, he decided that he wanted to do more. He gathered with some friends and officially launched Charity Ball. Read Ethan’s bio

Courtesy of Charity Ball

How does Charity Ball Work?

When you donate $25, a new, quality, soccer ball is purchased for a child. With basic criteria, affiliate organizations help us identify needy villages. When communities are approved, partner organizations help us with shipping and transportation. All Charity Balls are hand delivered. Nobody ever has to wonder if their Charity Ball actually made it into the hands of a child.

Soccer Without Borders

Courtesy of Soccer Without Borders

Soccer Without Borders first began programming in 2006 to address three critical issues facing young people in underserved communities throughout the world: 

1. A lack of safe spaces where young people feel cared for, have a voice and can experience the joy of sport.
2. A lack of opportunity for youth to actively explore social issues and community challenges.
3. A lack of social capital and access to potential opportunities for education, employment and personal growth.

Why soccer?

 

While there are many positive sport experiences, soccer is the most universally accessible; at its most basic level it offers playing opportunities that are low-cost, physically beneficial, inclusive and enjoyable. Soccer also enjoys worldwide popularity, making it the perfect platform from which to develop physically, socially, and individually.

Soccer Without Borders believes that the potential of soccer to make change is deeper than simply playing the game. Rather, our programs are built around the philosophy that soccer’s interpersonal environment has unique potential to meaningfully impact participants. Within that environment, youth are exposed to the benefits of soccer and team sports for their bodies, voices, and minds, and supported in the application of these benefits to their everyday lives and future goals.

When it comes to marginalized populations such as refugees, soccer offers an accessible, familiar space to build friendships and social capital, gain confidence, experience success, acclimate to new surroundings, and heal.

Soccer provides an avenue for positive engagement, a platform for personal growth, and a toolkit for a brighter future.

So as we roll into summer and get excited about the Euro tournament, consider putting a few dollars towards some organizations that are doing something positive through soccer to benefit people who could really use the help.

Nuking the PR Fridge with Hublot

Hublot partnerships are becoming about as unique and special as, I don't know, a Hublot partnership...

Shamelessly borrowed from the internet

So hang onto your hats sports fans, here's the latest "exclusive"partnership trotted out by the folks in Nyon -

Courtesy of Hublot

So behold, the Big Bang Unico Bi-retrograde Chronograph Limited Edition for the Guangzhou Evergrande Taobao FC.  No, if I'm honest I've never heard of this team either.  But Hublot's press release dispelled all of my doubts -

Guangzhou Evergrande Taobao Football Club, as one of the top football clubs in Asia, has achieved outstanding triumphs. From 2011 to 2014, the club made it to the top of Chinese Football Association Super League for 4 consecutive seasons. In 2013, Evergrande won the first place in AFC Champions League and became the first champion of the league in Chinese football history. Behind these brilliant achievements is Evergrande's spirit of proactive self-improvement, breaking limits and never give up. And it is Evergrande's spirit that has moved countless football fans and become the best interpretation of Hublot's spirit of pioneering and innovation.

I'm not sure about the grammar, but with a "spirit of proactive self-improvement, breaking limits and (my personal favorite) never give up" ...

For "realsies"?

But with a team slogan like "Be the Best Forever" I have absolutely no doubt we'll be hearing quite a bit from this amazing team in the near future...

And in fairness, perhaps I do not follow football in China as closely as I should.

Courtesy of Hublot

And as if that wasn't enough, what's a circus without two other Hublot ambassadors to further confuse the message?  Hublot's ambassadors Lang Lang and Pele himself were there as well!

But wait, there's more!  Mr. Fabio Cannavaro, the new "executive chief coach" was there!  I have a shiny new Hublot Big Bang for the person who can explain (rationally) what the f*&(k an "executive chief coach" is...

Here's the thing - I am GLAD, THRILLED, ECSTATIC that Hublot "loves football" -  but what I'd really like to see is, I don't know, some of that Hublot "magic money" go to fund football in countries that actually really need the help.  Plenty of kids in India, Kenya, Tanzania, and other "less sexy" places like to play football too.  And continuing a partnership with FIFA which is about as corrupt as an organization gets is NOT something I would be proudly announcing.

Partnerships like these are beginning to get extremely cynical, but as a friend mentioned to me, it's not a bad business plan - create a partner watch and you're guaranteed to sell 40 or so pieces.

Here's the thing - Hublot is not a charity, it is a company that makes watches - very nice watches.  And they do a lot of good - but they don't publicize this good NEARLY enough.  When all I get in the "in box" is another "here we are with this famous person" it makes me feel a bit like the expectation  of Hublot's PR office is that we should all be sycophants, and just "drink the Kool-Aid".