Starting this Thursday, October 1st, ALE, Brazil's fourth-largest fuel distributor by number of stations, will be putting its brand on the uniforms of Flamengo's soccer team players. The investment is R$3,5 million, and the contract runs from October 1st to December 31st, 2009. In addition to featuring the front and back of the uniforms, where the Olympikus (Tube) brand used to be, the fuel company will have advertising signs in stadiums and at Flamengo's training ground in Gávea.
Validated by the Club's Deliberative Council on August 25th, the agreement was officially announced on August 27th, the date of the contract signing. At the time, the company's president, Marcelo Alecrim, stated that the company was in talks to establish a longer-term contract. "We are taking this contract very seriously, ensuring it doesn't last for just three months. We're here to stay. Our goal is to grow alongside Flamengo," he announced.
According to Flamengo's acting president, Delair Dumbrosck, negotiations are underway and involve the possibility of using ALE gas stations to sell official club products. "If we can identify 500 gas stations, for example, that have convenience stores and where Flamengo kiosks can be installed, that will be 500 more points of sale. Ultimately, everyone would benefit. I hope we are successful and, in 2010, can develop a much more attractive campaign," Dumbrosck stated in a press conference with the club's official website team.
According to Delair Dumbrosck, Olympikus pulled off a masterstroke by displaying its brand on the club's most prominent spot on the jersey for three months. "It was positive for the club, at a time when it was without a sponsor. Olympikus was—and continues to be—a great partner as a supplier," he praised. He added that the sportswear manufacturer is reaping the rewards of its belief in Flamengo's potential. "In three months, Olympikus sold 660 jerseys and hired 1.082 employees. We hope the same success will be achieved with ALE."
In the sponsorship announcement at the end of August, the shirt with the ALE branding was displayed by defender Álvaro, a signing that, alongside midfielder Maldonado, symbolizes a moment of recovery for the team in the Brazilian championship.
ALE has a network of approximately 1.700 stations in 22 Brazilian states, making it the fourth-largest fuel distributor in Brazil. The company closed 2008 with revenue of approximately R$6,2 billion and is expected to reach R$7,7 billion this year.
The Marketing Department has created a hotsite to provide more information about the sponsorship, which will be activated with a series of marketing promotional activities. Check it out at http://mkt.flamengo.com.br/ale/ .