As a marketer it is common to make observations about the value and cost of the products, for example, a coffee can have different values and costs depending on the perception that the consumer has about the brand, in this case a bean coffee can cost 10 pesos and Another recognized coffee shop can cost 60 pesos for the same amount.
Much is the perception of the value of the brand.
According to the International Olympic Committee, the medals that are awarded in Tokyo have very defined costs, the GOLD medal which is made of pure silver plated with 6 grams of gold and 556 grams at a cost of $ 15,880 Mexican pesos, the medal of Silver is made of pure silver and weighs about 550 grams at a cost of $ 8,932 pesos and bronze weighs 450 grams and is made of 95% copper and 5% zinc with a cost of approximately 100 Mexican pesos.
However, that is not the real value of the medal, for example, the gold medal of the Cuban shooter Leuris Pupo who participated in London reached almost a value of one and a half million pesos when he sold it.
However, we can see the costs involved in a medal by making some comparisons between countries, San Marino, the smallest country in the world, has 34,000 inhabitants, squeezing them a little all the inhabitants of San Marino can fill the Santos Modelo territory, its gross domestic product It is 1,665,000 dollars and in these Olympics in Tokyo they took three medals from their representation of 5 athletes.
2 in Bronze and 1 in wrestling. If we do an analysis of the number of medals for every 100, 000 million dollars in its gross domestic product, San Mario should have taken 181.27 medals or 88.4 for each inhabitant.
Other countries with little population and very good results are New Zealand that has achieved 20 medals even though it has less population than the metropolitan area of Monterrey (4.9 million)
When we put Mexico in this analysis, the medals were very expensive, we are the 86th place out of a list of 89 countries in the field of medals by number of inhabitants and the 88th place out of 89 countries in the issue of GDP amount versus number of medals.
4 medals for a country of 127.6 million inhabitants, it seems little to me, CONADE receives 2,675 million, which tells us that each medal with that budget cost each Mexican the amount of 668 million pesos each medal and that they reduced 107.5 million with respect to the allocation in 2020.
Why doesn’t Mexico win medals? First of all, I consider that there is no structured and comprehensive policy to promote and support sport in our country.
And, in the absence of planning and strategy, the misuse of the millionaire resources is evident; these are not really reaching the athletes.
The sport that is promoted is soccer and that is where the sponsorships are, the other day I heard in a podcast that they preferred a gold medal in soccer than 30 in diving, taekwondo or archery.
This is derived from how poor the physical education programs are in both public and private schools, where children are only given a ball to entertain themselves and a deeper discipline is not created for the sport.
We can talk about whether things have been done well or badly, however, there is a very powerful indicator, which is the final numbers after the competition, and if we do an analysis against much smaller countries and in more adverse economic conditions such as Granada, Jamaica or Georgia because our relationship with sports is very bad and those medals are very expensive.