Rio de Janeiro, December 17, 2007
In Brazil, we are known for our difficulty in preserving national memory, and we are often slow to realize how certain initiatives can create profound changes in various sectors of society.
I thought about this when I read the book A BEAUTIFUL PLAY – 20 YEARS OF SPORTS MARKETING, by our esteemed advisor João Henrique Areias.
Innovation and creativity are present on every page, especially in the stories narrated. This recognition is shared by several sports figures, including Zico, Júnior, Pelé, Carlos Augusto Montenegro, Juca Kfouri, and others, who share their testimonies.
One of the most noteworthy episodes is the 1987 Copa União, which took place just three years after another event that became a benchmark for international sports marketing: the Los Angeles Olympic Games—the first to be fully privately funded, generating profits for their organizers. Peter Ueberroth, who developed the marketing plan, made the cover of Time.
The Copa União had similar elements at the national level. For the first time, television was present, breaking a paradigm among officials who had historically feared that such competition would drive fans away from stadiums. TV purchased and broadcast the national championship, further facilitating the entry of other companies into the project. The initiative left a legacy, revealing new sources of revenue for clubs, beyond ticket sales and membership fees.
From the conception of the idea to the commercialization of the project, practically everything was developed by our Vice President of Marketing at the time, João Henrique Areias.
After being approved at a historic meeting of the Club of 13, at Flamengo itself, João went to São Paulo and together with São Paulo's Marketing Director, Celso Grellet, brought the resources from the private sector that made the main national sports competition possible, as Peter Ueberroth did in 1984, with the Olympics.
For this reason, Clube de Regatas do Flamengo pays tribute to and publicly recognizes the fundamental role and milestone established by Areias for national sports marketing.
Congratulations João, on this remarkable achievement. Congratulations João, on the book.
Marcio Baroukel de Souza Braga\ President\