Sports marketing consultant says signing the star is viable and positive
Richard Souza\ Globo Esporte\
Ronaldo may wear black and red in 2008, but at Flamengo, bringing back an idol could be a good way to fill the coffers. This statement is based on a conversation with sports marketing consultant João Henrique Areias. GLOBOESPORTE.COM contacted an expert on the subject to evaluate the possible return of Ronaldo Fenômeno to Brazil to play in the 2008 Copa Libertadores for Flamengo. If the deal goes through, Areias believes the club will reap significant benefits.
"The initiative is very good. I don't doubt that Kléber (Kléber Leite, the club's vice president of football) will succeed, as he managed to bring Romário back in 1995. In football, nothing is 100% certain, but I'd say the chance of success is almost 99%. The key is establishing the necessary actions to finalize the deal. Bringing an idol back to the country is highly positive," he says.
The consultant believes Flamengo has plenty of potential to sign the Milan player and points to ways for his return to be a success off the field as well. João Henrique Areias is particularly banking on the passion of Brazil's largest fan base.
"The first step is to analyze all possible partnerships with the club's current sponsors, Nike and Petrobras, and with the fans, who are Flamengo's main partners. In the case of Petrobras, it would provide fantastic media coverage. Ronaldo could be the multinational's poster boy and take the brand worldwide. In the case of Nike, it's even easier, as his image is already being exploited by the company," he comments.
Corinthians kit becomes a model
Areias has no doubt that selling Ronaldo's jersey to Flamengo would be a success. The consultant's calculation is simple.
"The target market is working with to reach Flamengo's jersey sales estimates of 30 million fans, according to research. A 4% return on this total (1,2 million jerseys) is considered wonderful, very good. The fans have already shown they love the team and want to help. This potential needs to be harnessed," he says.
The expert cites another popular team to provide another example of a successful marketing campaign.
Corinthians launched a kit ("I'll never abandon you because I love you") and it's been a huge success. In nine days, 9 units were sold. Fans buy a jersey, a wristband, and a sticker. Each one costs R$50. But it can't be the team's game jersey, which is very expensive. It has to be something simple, and it's possible to make a kit like this without any problems and achieve results," he recommends.
João Henrique Areias believes Ronaldo's return has everything it needs to be a success. Zico is a prime example. Ronaldo's repeated injuries shouldn't hinder the success of Flamengo's marketing efforts with the player. For the consultant, the endorsement of José Luiz Runco, the player's, the club's, and the Brazilian national team's doctor, has helped fans put their doubts aside.
"Of course he'll be held accountable. But it's up to him, and he's already said he's willing to recover. Ronaldo is 31, and he's still very young," he says.
João Henrique Areias worked at Flamengo on three occasions: in 87, 92 (as vice president of marketing), and in 2004 (professional director). He is the author of the book "A Beautiful Move - 20 Years of Sports Marketing." He cites an example of a bold move that paid off in the 80s.
"In '87, I was at Flamengo and participated in the meeting where Zico's contract renewal was discussed. Many people didn't believe he would return to playing at a high level due to his repeated injuries. Half were against it, and I defended the idea that, regardless of whether he played, we would have to find resources to keep the team's idol. If he didn't play, he would be Flamengo's public relations officer, a sort of ambassador for the club. We renewed his contract, and he helped us win the '87 Brazilian Championship," he recalls.
In 1995, a bold but poorly used action
Four-time world champion, Romário joins Flamengo in 1995. When Romário was brought to Gávea, Flamengo was investing in the best player in the world, elected in 1994. In the consultant's view, the club made a mistake in assessing its strategies.
"At the time, companies helped bring Romário in. There was a lot of excitement, a strategic error by the team in charge of the football team, and the team that also had Sávio and Edmundo didn't work out. Romário gave Flamengo a lot of media attention, due to his natural appeal, but the club didn't know how to leverage his presence to launch products and generate revenue," he comments.
Profit also for Ronaldo
To play at Gávea, the Phenomenon would accept a 50% salary reduction. According to the Italian newspaper "La Gazzetta dello Sport," he currently earns around R$750 and would earn R$375. Areias believes the player and the club can reach a mutually beneficial agreement.
"Flamengo will be able to bring in Ronaldo without having to spend European sums. He can earn the club's salary cap and receive a share of the revenue from merchandise featuring his image, which will certainly sell well. I would make this suggestion because it protects the club," he opines.
Professional management
For João Henrique Areias, the return of Ronaldo Fenômeno could be a good sign of the beginning of the professionalization of sports administration in the country.
"There's a need to professionalize sports management. We need to create alternatives to bring other football talents here. We have to be the NBA of football. We export raw materials, and we need to export the spectacle. Ronaldo competing in the Libertadores will attract worldwide attention, just as Adriano did for São Paulo. Currently, we have isolated marketing initiatives, and the directors aren't sports executives," he assesses.