See the full article by Erich Beting, founder of Maquina do Esporte
The first action taken by NetBet to activate the partnership recently signed with Fortaleza football club can show the Brazilian market the force that has the activation to generate business to the sponsors. And the need that betting companies have to encourage fan consumption can boost that. In the last decade, sports sponsorship in Brazil has experienced a setback. In search of more money, the clubs took on the value of their properties and made the only palpable currency to measure the effectiveness of a sponsorship if it became brand exposure in the media. By paying more for a property, a company has less money to spend on activating that sponsorship. And so, the success of a sponsorship ceases to be the relationship that the brand has with the consumer and becomes the company's "savings" in the purchase of space in the media. The problem is that, for companies that depend on the consumption that is related to the sport, it is not enough to have the brand exposed. It is necessary to see that the fun consume. Therefore, uniform manufacturers activate their partnerships, but usually limit themselves to taking actions when launching a product. After that, the team's performance will determine the success of the sales. In the case of betting sites, there is a constant need to remind the sports fan that he needs to consume. That was what Fortaleza did in the first game with the brand of NetBet on its shirt. It created an action linked to the match and motivated the supporter to follow the sponsor on Instagram, creating the beginning of a relationship that can bear fruit on both sides. Last Friday (25), before presenting NetBet, the same Fortaleza did a different action for another sponsor. The club held the first press conference of striker Edinho, who returned to the team after playing at Atlético Mineiro, within a development of MRV (biggest Brazilian homebuilder and real estate company). In addition, it announced an action that gave Fortaleza's partner-fun a discount of R$ 3,000 (US$ 800) to buy a unit of the building. The action was only valid for that weekend. Sponsorship, for a return that goes beyond brand exposure, needs to be a kind of living organism. Brand and sporting entity have to work together to generate greater visibility to the partnership and encourage the fan to consume. As the betting brands need a constant participation of the supporter, they will be able to finally show to Brazil the force that has the activation of the sponsorship.Erich Beting
Erich Beting, a journalist who worked for Folha de S.Paulo, was a special reporter for the Lance! Newspaper. In 2005, he created Máquina do Esporte (a pioneer in the coverage of sports business in Brazil) and acts as a commentator on the BandSports channel. Erich writes about sports business and analyzes the news from the economic, marketing, and sports management point of view.
Source: GMB/ Maquina do Esporte
