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According to the Chairman of Banco Sabadell, Rafael Nadal is a superb role model and embodies the values and qualities with which the bank fully identifies and which will now be associated with the Banco Sabadell brand.

Promoting Banco Sabadell's image internationally
Josep Oliu also mentioned how useful this association will be for Banco Sabadell at a time when the bank is planning to lay the foundations for its international expansion. “As we've already announced”, said Oliu, “one of the keys to Banco Sabadell's three-year master plan is to establish the necessary basis for the bank's internationalisation. Evidently, associating ourselves with such an internationally well-known and respected figure as Rafael Nadal is going to be very positive for us.”

Rafael Nadal stated that “it's an honour that Banco Sabadell should choose me as an ambassador for its brand in Spain and also internationally”. For the Mallorcan tennis player, the trust placed in him by the bank is very important, represented by signing an agreement that could continue beyond his professional career, and he feels very pleased about this “because" he says, "I've placed my trust in Banco Sabadell since I started my tennis career and it's wonderful that such a long relationship can now also become evident in the bank's corporate and commercial communication.”

Starring in advertising and institutional campaigns
Among other actions, the agreement involves the tennis star taking part in the bank's advertising campaigns as well as several institutional acts whose aim will be to spread the values of Banco Sabadell.

According to Ramón Domènech, Marketing Director of Banco Sabadell: “Rafael Nadal embodies and conveys values which we identify with completely and which represent how we want to be perceived in the market. Nadal is an excellent example of a sports person who, thanks to his hard work, his determination to improve day after day, his tenacity and the passion he feels for his profession, has managed to reach the pinnacle of professional tennis.“

Although, during this act, no details were revealed regarding the kind of advertising actions Nadal will star in for the bank, Domènech confirmed that “the communication line we've been taking has had frankly positive results so there may not be any great changes in terms of format; any changes made would, in any case, be influenced by the undeniable appeal of the figure of Rafa Nadal and by the experiences he's had over his long, successful career”.

Nadal, the best-known Spanish sports person, in Spain and abroad 
According to a recent survey by the specialist consultancy firm Personality Media, carried out in twelve countries, Rafael Nadal is the best-known Spanish sports person in the world with an awareness rate of 75%. Nadal also achieved excellent scores for credibility and trust, higher than all other Spanish sports stars with an international reputation. According to the producers of this survey, such figures make Nadal “an excellent brand image endorser at an international level”.Consequently, while in Spain Nadal's awareness rate is almost 100%, in Latin America, for example in countries such as Chile and Argentina, awareness is above 90%, with an average awareness rate in Latin America of 83%. In the European Union, after extracting data from key markets such as Germany, the United Kingdom, France, Italy and Spain, Nadal achieves an average awareness rate of 77%. 

Personality Media (www.personalitymedia.es), a company with more than ten years' experience, specialises in consultancy and in analysing public figures through market research focusing on different image-related variables that include, among others, aspects such as awareness and the trust inspired by the most important public figures.