Soccer 200 meters below sea level

Watch Marketing You might almost think that the Italian watchmaker Sector had also joined the ranks of the ambush marketers for the European Championship. But there’s a different concept behind the current campaign: The man pictured in a swimming pose isn’t just the brand’s new spokesperson—he’s also a forward for AC Milan. So what could be more obvious than having Andriy Shevchenko pose before scoring a goal? Nothing—if the watch being promoted weren’t a diver’s watch. But why would a soccer player need a watch that can withstand 21 bar of pressure? The answer lies in the events in Portugal: the Azzurri’s elimination has plunged all of Italy into a deep depression. The same fate befell the Grande Nation and the Black-Red-Yellows. And you can hardly sink lower than the British tabloid press: Instead of blaming their «wing god,» they’re pinning the blame for England’s Euro 2020 collapse on the Swiss ref. “You, too, deserve a Sector. Because it’s the only one that can withstand your descents into the depths.” Seen this way, the Sector claim is spot-on: The soccer stars may crumble under the pressure to perform, but their watches keep ticking merrily on.
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