Most of the 25 clubs sponsored by it are getting enough signals - in addition to the speech by Economy Minister Paulo Guedes - to imagine that the partnership will not have much future. At least not in the current mold.
A major brand in Serie A shirts last year, Caixa has disappeared from club uniforms with which the contract has expired. The fact is symptomatic because, for the first time, the state bank notified the partners to remove it from the shirts as soon as the bond ended. In previous years, Caixa did not bother to remain stamped while clubs negotiated new contracts.
Concern about the decrease in Caixa's investment in football affects even the CBF. In 2018, the bank has stopped sponsoring the Brazilian women. In December, the secretary general of the organization, Walter Feldman, said that everything was right for the continuance of Caixa on the list of sponsorships of the Green Cup, a competition involving clubs from the North and Midwest. But the change of government brought a different design.
The expectation in the CBF is that one of the vice presidents, the now former federal deputy Marcus Vicente (PP-ES), will meet on Thursday with the direction of Caixa to know the direction of the partnership.
Flamengo, who received $ 25 million from Caixa last year, is trying to convince the new government that the club's fan base - including social networks, where it leads the Ibope Repucom ranking - guarantees the bank a rare return.
- Certainly it is one of the best communication and marketing investments made by Caixa - bets Gustavo Oliveira, vice president of marketing of red-black.
Pedro Trengrouse, a sports management professor at FGV, warns that clubs face the sponsorship relationship with little proactivity, which reduces their bargaining power and even the financial potential of the partnership.
"The club can not act like it's just a billboard." It would be smarter to structure a sponsorship over the actual financial result the company gets - it evaluates.
Sports marketing analyst Amir Somoggi, partner of Sports Value, follows the same line.
-The club earns a lot when backed by a gigantic brand, and therefore it is necessary to offer real benefits. Help the Cash to sell credit card, car insurance, health insurance. It's no use expecting just a fat check.
Source: GMB / Extra
