{"id":584,"date":"2013-06-11T23:37:45","date_gmt":"2013-06-11T23:37:45","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=653"},"modified":"2024-06-26T08:28:01","modified_gmt":"2024-06-26T08:28:01","slug":"is-naming-rights-sponsorship-in-brazil-about-to-take-off","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/is-naming-rights-sponsorship-in-brazil-about-to-take-off\/","title":{"rendered":"Is Naming Rights Sponsorship In Brazil About To Take Off?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here<\/a>. Find out more about our partnership with Synergy\u00a0here<\/a>.<\/strong><\/p>\n

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by Bruno Scartozzoni and\u00a0<\/em>Guilherme Guimar\u00e3es<\/em><\/p>\n

Earlier this month it was announced that Itaipava, the third biggest beer company in Brazil, had become the naming rights sponsor of\u00a0Arena Fonte Nova<\/a>, the\u00a02014 World Cup<\/a>\u00a0stadium for Salvador in north-eastern Brazil, and the first of the new generation of Brazilian sports arenas to successfully sell its naming rights sponsorship.<\/p>\n

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Despite several previous naming rights sponsorships of concert venues and movie theaters, naming rights sponsorship in sports is still rare in Brazil. Prior to the Itaipava Arena, the only other Brazilian football stadium to have a branded name was\u00a0Kyocera Arena<\/a>, of\u00a0Atl\u00e9tico-Paranaense<\/a>\u00a0in Paran\u00e1, which was sponsored from 2005 for R$2m per year but discontinued after 2008.<\/p>\n

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The main reason for this is that\u00a0Globo<\/a>, the dominant Brazilian TV network, has a policy of not using brand names in its sports coverage. It\u2019s a policy applied to almost everything it covers, and brands usually cite this as a reason why naming rights sponsorship in Brazil is a poor investment.<\/p>\n

Just after the Itaipava announcement, for example, Visa\u2019s Ricardo Fort tweeted<\/p>\n

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Globo is considering changing its \u2018no brands\u2019 policy, on the condition that it receives a percentage of every contract involved. If it happens, this would fuel the naming rights market in Brazil, but Itaipava had other reasons for naming the Arena Fonte Nova. Primarily, Itaipava is opening a new factory in Bahia, close to Salvador, and naming the region\u2019s most important stadium is part of its strategy to connect with local consumers, engage staff and steal marketshare from its main rivals Ambev and Kirin Schin. But also, the deal ambushes Ambev\u2019s FIFA World Cup sponsorship, especially if Itaipava can make the new stadium name stick with consumers and thus sidestep FIFA\u2019s policy of de-branding sponsored stadiums which host World Cup matches.<\/p>\n

Another interesting fact is the Itaipava Arena financial details: R$ 10 million per year over 10 years \u2013 almost 70% more than most estimates expected.<\/p>\n

Now, there are strong rumours in the media that\u00a0Itaipava<\/a>\u00a0and\u00a0Allianz<\/a>\u00a0are negotiating to name\u00a0Corinthians\u2019 new stadium in\u00a0S\u00e3o Paulo<\/a>\u00a0for a R$400 million investment (R$20 million per year for 20 years), with Allianz looking most likely.<\/p>\n

So it seems the naming rights market in Brazil could be about to take off, and that companies are starting to understand that there is much more to it than brand visibility. But the big question,\u00a0as we\u2019ve said before<\/a>, is can sponsors make it pay back?<\/p>\n

Bruno and Guilherme are partners at\u00a0Ativa Esporte<\/a>, the Brazilian sports marketing consultancy which is Synergy\u2019s partner in Brazil.<\/em>
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This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here. Find out more about our partnership with Synergy\u00a0here.   by Bruno Scartozzoni and\u00a0Guilherme Guimar\u00e3es Earlier this month it was announced that Itaipava, the third biggest beer company in Brazil, had become the naming rights sponsor of\u00a0Arena Fonte Nova, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"

This content was originally posted as our constribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link here<\/a>. Find out more about our partnership with Synergy here<\/a>.<\/strong><\/p>

2012\u00a0was a landmark year\u00a0for\u00a0sports marketing in Brazil.\u00a0London 2012\u00a0handed the Olympic and Paralympic baton to\u00a0Rio 2016<\/a>,\u00a0Corinthians<\/a>\u00a0won\u00a0the\u00a0Copa Libertadores<\/a>\u00a0and the\u00a0FIFA Club World Cup<\/a>, and with the\u00a02014 FIFA World Cup<\/a>\u00a0now less than 2 years away,\u00a0it\u2019s really starting to feel like Brazil is the sports marketing capital of the world.<\/p>

To mark the end of the year and give you a taste of the best of Brazilian sports marketing,\u00a0we\u2019ve put together\u00a0our five favourite campaigns of 2012. As Brazilians, we make no apologies for the fact that they\u2019re all football!<\/p>

PENALTY + VIT\u00d3RIA<\/strong><\/p>

Vit\u00f3ria<\/a>, one of north-east\u00a0Brazil\u2019s main clubs,\u00a0has a traditional jersey, striped in red and black. Nowadays, it is manufactured by\u00a0Penalty<\/a>, the\u00a0Brazilian sports brand.<\/p>

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Penalty embraced Vit\u00f3ria fans\u2019 motto \u201cMy blood is red and black\u201d to create a social campaign. In order to increase blood donation among the fans, they turned the red stripes white and Vit\u00f3ria fans were incentivized to donate blood\u00a0in specific locations to give the red back to the jersey. Every match the team jersey got one red stripe back.<\/p>

In the end, the team shirt was back to normal.<\/p>