RCD Espanyol featured in LaLiga's "42 LEGADOS, 42 FORMAS DE GANAR" campaign to celebrate the club's heritage and local pride [1].
The initiative aims to reinforce a sense of belonging among fans and players. By highlighting the emotional ties between the community and the sport, LaLiga seeks to honor the diverse histories of the 42 clubs [1] involved in the project.
Players Pol Lozano, Omar El Hilali, and Ángel Fortuño appeared in the campaign materials. The athletes spoke about their childhood connections to the game and the specific pride associated with representing the Barcelona-based club [1]. This focus on identity aligns with the league's broader effort to showcase the unique legacy of each participating team.
This campaign follows a period of significant reflection for the club. RCD Espanyol recently marked 125 years of existence with a gala event attended by various authorities [2]. The celebration focused on the sentiment and longevity of the institution within the Spanish football landscape.
The club's identity is often summarized by the phrase, "Treu pit, perico," which emphasizes the boldness and spirit of the supporters [2]. By integrating these cultural markers into a league-wide campaign, LaLiga is positioning club heritage as a primary driver of fan engagement.
The "42 LEGADOS" project serves as a digital archive of the league's collective memory. Each of the 42 clubs [1] is given a platform to define what winning means beyond the scoreboard, focusing instead on legacy, tradition, and the emotional bond with the city of Barcelona.
“"Treu pit, perico"”
This campaign reflects a strategic shift by LaLiga to monetize and market 'heritage' as a core product. By emphasizing the 125-year history of clubs like RCD Espanyol, the league is attempting to strengthen emotional loyalty in an era of increasing player mobility and globalized ownership.
