Club invests in partnerships to increase revenue\ Érika Romão and Junior Maurell\
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After announcing its participation in the Superliga, the new category of world motorsports, which will debut in 2008, Flamengo appears in the news with the Red-Black Passport Project and even with the possibility of participating in the Maracanã bidding process.
In an exclusive interview with the “EsporteBizz” reporting team, the club's vice president of marketing, Ricardo Hinrichsen, spoke about the actions and made clear the intention of having two stadiums – Gávea and Maracanã – to host its games.
According to him, marketing revenue accounts for about 30% of revenue, and the intention is to leverage the potential of the Flamengo brand. Negotiations for a partnership with Warner will resume this week.
NEW SCHIN - During the two-year agreement, Schincariol underwent a series of transformations, including the family's departure from the group. Therefore, I imagine all marketing strategies were rethought, including this one. From the club's perspective, I would say it was a successful sponsorship in that we were able to raise new funds, but it could have been better. We learned a lot and will apply this experience in future negotiations.
WARNER BROS - We've been on hold for a while due to the need to discuss some points with Nike, our sports brand. But the talks continue. We should meet this week and enter the commercial negotiation process. The contract is crucial, but the negotiation process is long. We can't avoid it.
MARKETING PROBLEMS - Retail or soft drink brands, for example, know their consumers. Thus, they develop their actions based on consumer demand. Football club brands are still in the prehistoric era of this era. Our only parameters are surveys that attempt to quantify this mass, but they don't provide information about the fan profile. A brand can be very powerful, but if it doesn't know its consumers, it can't be leveraged. We have a series of projects in this regard.
FORMULA 3 SUPERLEAGUE - This project could provide two types of returns. The first is increased visibility for the club's brand internationally, especially in Europe, where the races will be held. The second is direct financial returns. The circuit was structured as a licensing operation, in which the clubs lend their names for exploitation on the cars and participate in the revenue from static advertising, on the vehicles and at the racetracks, and from television broadcasts.
RUBRO-NEGRO PASSPORT - The project, which will be launched this week, is not a fan membership program, but rather a program designed to make purchasing tickets easier for fans. Tickets will be purchased in advance at a more affordable price, and fans will also be eligible to win prizes. There will be a series of benefits. It will be a permanent ticket sales program.
GÁVEA AND MARACANÃ - The two programs are not mutually exclusive. We can have a stadium for smaller games and the Maracanã. It's smart to concentrate the most important games at the Maracanã. Conceptually, there's no way Flamengo can avoid bidding. Without wanting to be swayed, there's no other club that can make the Maracanã viable. Regarding the bidding, we don't yet know what the bidding process will look like.