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Saturday, March 22, 2014

A special museum to delight sports fans

Claudio Destéfano at his “Temple of Another Game” (Templo del Otro Partido).

By Kim Mandel
Herald staff

Take an enthusiastic sports journalist fascinated by marketing, and what is the result? Claudio Destéfano’s “Temple of Another Game” (Templo del Otro Partido).

Twenty years ago, Destéfano, an expert in sports management and marketing, saw the opportunity to combine his two passions. “I was writing on business and talking with executives about sports, when I realized there was another concept beyond just scores,” explained the 51 year old journalist. He even wrote a book titled “There is Another Game” (Hay Otro Partido).

Destéfano was intrigued by how brands positioned themselves in sports to build loyalty among their customer base. In 1997, he began showing cans and bottles during his spots on the subway television channel (Subte TV). Companies started sending him soccer jerseys with their advertising before the official launch, and Destéfano showed them during his appearances on Enrique Llamas de Madariaga’s TV programme.

The collection of cans, bottles and pennants continued to grow. When the Sport Jersey Collectors Association called the journalist for an interview, he then realized the importance of collecting these items. “I became a collector, an expensive hobby,” he says ruefully with a laugh.

His collection, which eventually became a museum, is a sports fan’s dream come true. Around 60% is dedicated to soccer: there are 1,300 jerseys, 1,200 items including players’ picture cards, boots used by important players, balls, etc. Other sports are represented as well: basketball, 10%, the same for tennis, and United States sports like Major League Baseball (MBL) and the National Basketball Association (NBA).

After one of his sports marketing columns on Gonzalo Bonadeo’s TyC Sports programme, Claudio received a phone call from Jorge Mora McLena, the CEO of merchandising and press for the Miami Dolphins football team and the Miami Marlins baseball team. Mora McLena, who later became close friends with Destéfano, sent him a Globetrotters jersey, another one signed by famous Dolphin quarterback, Dan Marino, a ball and shorts autographed by star basketball player LeBron James, a size 57 sneaker belonging to former Miami Heat basketball star Alonzo Mourning, as well as a great deal of merchandising from the Dolphins.

Memorabilia from Diego Maradona’s soccer playing days is proudly displayed in the museum.

Destéfano’s collection keeps growing and includes benches from Boca’s and Independiente’s grandstands; vintage tennis rackets, including one belonging to Juan Martín del Potro; baggy shorts used by Rafael Nadal; a sneaker worn and autographed by world record runner Usain Bolt when he came to Buenos Aires last December; Adolfo Cambiaso’s Dolfina shirt; polo mallets, just to mention a few of the fascinating items in TOP.

Donations account for around 20% of the museum’s collection, the remainder come through Destéfano's numerous contacts, purchases or trades. A die hard Boca Juniors fan, Claudio even has on display the jacket and tie from his wedding held at the club’s museum.

When asked to single out his most prized possessions, the experienced sports journalist enthusiastically mentions: a 1967 Boca orange sweatshirt advertising Crush; a 1973 jersey from the Eintracht Frankfort soccer club with Jägermeister (a German liqueur) the first ad on a soccer jersey in Germany (Claudio quickly points out it is a replica, not the original); 1974/75, half blue and half yellow shorts from Boca Juniors; 1997, a jersey used for only one match when Boca won the Intercontinental Championship (a special model alternating blue and yellow in the number); 1978, the first ad in Argentine soccer on the Estudiantes de Buenos Aires jersey. The ad was for the Caja Cooperativa de Caseros that after undergoing various ownership changes ended up becoming the BBVA.

Businessmen often ask for a guided visit to tour TOP for VIP clients, followed by a cocktail event, or others want to hold a birthday party for their children from 14 to 20 years old who are sports fans.

Also if someone is searching for a special gift, there a few items that can be purchased. “It’s an ideal solution for a woman who doesn’t know what to give her significant other as a birthday present,” says the sports marketing expert. However, there are two pieces he vows never to part with: the Boca orange Crush sweatshirt and the special white jersey used by Boca Juniors in 1984 when the club was on the brink of bankruptcy. Claudio says Boca was playing away against Atlanta and had to wear a light coloured jersey. Due to the club’s financial woes the only jerseys available were the white undershirts used in practice. The players’ numbers were written on with a magic marker.

Stories like this (and Claudio has many a one to tell) make a visit to TOP truly unique and memorable.

REFLECTIONS: Passion for Sports, a man's dream come true his own sports museum.