Sponsorship: Flamengo sees a 57,14% increase in value
Next goal is to increase revenue from sleeve sponsorships
By From the team at Flamengo's official website - in
Flamengo has seen a boost in its sponsorship revenue. With the signing of a contract with BR Foods, the company that represents the Batavo brand, the club secured a one-year, R$22 million deal for football, a master sponsorship that includes, among other things, the dairy brand's display in the most prominent location on the club's jersey.
For the same space (front and back), Flamengo received R$3,5 million from ALE in a three-month period. From R$14 million annually (the projected amount paid by ALE) to the R$22 million offered by Batavo, the increase amounts to 57,14%. "Now, Flamengo is finally approaching marketing values commensurate with the size of its brand and its fan base. Starting this year, things have changed. And they will continue to improve," comments the club's vice president of marketing, Henrique Brandão.
This is an even greater increase, considering the figures from the last contract with Petrobras. The value was R$16,2 million in 2008, but this was for sponsorship of all the club's sports—the oil company and its distributor's brand was displayed on all areas of the soccer uniform, including the shorts and socks. Batavo, on the other hand, exclusively sponsors soccer, both professional and amateur, and can only display its brand on the front and back of the uniforms. This frees up other areas for marketing to work in the market.
The next challenge, according to executive marketing director Harrison Baptista, is to close a new sponsorship deal, this time for the football competitions. The goal is to raise another 10 million new funds for the club. "The company that announced it earlier had a great return. It's a prime space, with high visibility. Flamengo is a club with national reach, a leader across all social classes. Associating the company's brand with the club is a win-win situation for both parties."
For Luis Pozzi, the club's Sponsorship Manager, another factor may be responsible for this influx. "The country's economic recovery after the global crisis in 2008 favored investment in high-profile clubs like Flamengo."
Numbers - Flamengo raised a total of R$8.750.000,00 in soccer sponsorships in the second half of the year: R$3 million from Olympikus (July, August, and September), R$3,5 million from ALE (October, November, and December), and another R$2.250,000,00 from Hypermarcas (which owns the Bozzano brand, for the sleeves from July to December). Projected for a single year, these amounts equate to a sponsorship of R$17,5 million. If the target is reached, the club will receive a total of R$32 million annually for soccer.
For the same space (front and back), Flamengo received R$3,5 million from ALE in a three-month period. From R$14 million annually (the projected amount paid by ALE) to the R$22 million offered by Batavo, the increase amounts to 57,14%. "Now, Flamengo is finally approaching marketing values commensurate with the size of its brand and its fan base. Starting this year, things have changed. And they will continue to improve," comments the club's vice president of marketing, Henrique Brandão.
This is an even greater increase, considering the figures from the last contract with Petrobras. The value was R$16,2 million in 2008, but this was for sponsorship of all the club's sports—the oil company and its distributor's brand was displayed on all areas of the soccer uniform, including the shorts and socks. Batavo, on the other hand, exclusively sponsors soccer, both professional and amateur, and can only display its brand on the front and back of the uniforms. This frees up other areas for marketing to work in the market.
The next challenge, according to executive marketing director Harrison Baptista, is to close a new sponsorship deal, this time for the football competitions. The goal is to raise another 10 million new funds for the club. "The company that announced it earlier had a great return. It's a prime space, with high visibility. Flamengo is a club with national reach, a leader across all social classes. Associating the company's brand with the club is a win-win situation for both parties."
For Luis Pozzi, the club's Sponsorship Manager, another factor may be responsible for this influx. "The country's economic recovery after the global crisis in 2008 favored investment in high-profile clubs like Flamengo."
Numbers - Flamengo raised a total of R$8.750.000,00 in soccer sponsorships in the second half of the year: R$3 million from Olympikus (July, August, and September), R$3,5 million from ALE (October, November, and December), and another R$2.250,000,00 from Hypermarcas (which owns the Bozzano brand, for the sleeves from July to December). Projected for a single year, these amounts equate to a sponsorship of R$17,5 million. If the target is reached, the club will receive a total of R$32 million annually for soccer.