Fernando Alonso seems to have no ceiling as a sports icon in Spainbased on the new data offered Personality Media, which has been conducting sociological consultations for ten years about the most important personalities in our country, in this case from sports, who are then used by companies to entrust their brand image in the form of sponsorship or collaboration.
Fernando’s return to F1 in 2021after a two-year break to compete and win other competitions (WEC, IMSA, or Dakar), has been the turning point for shoot the image of the Asturian and the appreciation and consideration that is given to it by the public in our country, whether sports fans or not. There is almost no one right now who does not know who he is, seeing him in an image, the most recognizable along with Rafa Nadal and Andrés Iniesta, architect of Spain’s victory in its only men’s soccer World Cup. These three are above any other athlete.
“Nadal, Iniesta, Alonso, Ramos, Marc Marquez are the five best-known active athletes at the national level. Characters who maintain high levels of notoriety over time. This, which seems obvious, is not so easy, because as the years go by, It is the young people who are joining in (as the public) and it is complex to also awaken their attention“, notes Personality in its report this year.
Change of perception
The point is that Fernando has acted as a revitalizer of the F1 audience, growing interest among the youngest, many of whom have never seen her win a race (Spain 2013 was the last) and that Now they have started to follow the Great Circus as a new and own sportwhen four years ago it belonged to his parents.
“Where is the Fernando from 15 years ago? Many years have passed and the unthinkable has happened: perhaps his experience with the media, his joy in success and his serenity in defeat, and without a doubt his skill in social networks. in which he feels comfortable showing us things that the media does not reach and demonstrating for years that his success was not coincidental and His desire to compete and succeed again has enchanted a new generation. A new young audience that has not seen him as world championbut that has managed to awaken an unusual interest in the category and in the athlete,” says the Personality Media study.
“In 2020, only 20% of those under 30 years of age acknowledged being interested in F1, today that figure and in just 4 years has almost doubled to 38% of young people, He admits being interested in F1. Without a doubt having two Spaniards, with Carlos Sainz, in the category helps, but it is in Fernando where they have aroused this admiration,” this report highlights.
“According to data from the Personality Media image study, Fernando Alonso’s image had just hit rock bottom in 2009. That year, 22% of the population gave him a rating below fail, up to 28% among young people. In the rest of the image variables consulted, it was difficult to see an average score above 6. A Confidence of 5.6, Likes to See 5.7, Role Model 6. With these values he was by no means among the athletes with the best image “He remembers about his previous studies.”
Grows in all sections
It has grown in image and general knowledge, as well as as a model among the new public that is joining the sport. “Today Fernando is among the athletes not only best known as he has been for a long time, but also with the best image. The change has occurred especially in men, but strongly in young people. Today these young people give similar evaluations to Rafa Nadal in some aspects, but not in all. Among the 50 best-known athletes in this country today, Fernando occupies first place for these young people in General Rating (8.1), a fact that he equals Rafa. And it also repeats first places in “Professional” 8.4 (2), “Role model” is 2 with an average of 7.8, “Trend Brand” 7.6 (2), among other variables”, underline each category asked about. It is in no way below two.
EFE
“It has been an important change, worked for 10 years to learn to communicate, understand the media and the relevance of what it represents and without a doubt it seems that it is doing it well, because in this case it is the consumer who is in charge and the data reflects it,” concludes the Personality Media note.
There is no doubt about his movements or slogans on networks in these years, first with ‘El Plan’ with Alpine and ‘La 33’ upon its arrival at Aston Martin, they have skyrocketed their popularity again, in addition to having accompanied this viral impact with 8 podiums in 2023 and having fought for victory in Monaco or the Netherlands, where he was really close to meeting the magic number. There is a new fan who does not want to miss that moment when he arrives and has Alonso as a new idol.
