At the beginning of February, Brazilian football was surprised by the news of the master sponsorship of NetBet sportsbook with Fortaleza club. Although consecrated in Europe, this segment has never been explicitly present here.
The closest we got to it was the relationship with the brand "Loterias Caixa", from Caixa Econômica Federal, until a few months ago, the main sponsor of two dozen clubs.
Readers in their mid-40s may even remember the nice zebra that appeared on Sunday night's television news, announcing the outcome of the games - and, consequently, the famous sports lottery.
After that came the brand "Timemania" - another product of Caixa - whose goal, at least in theory, was to help clubs repay their debts with the Federal Government from the collection of sports betting.
There were also, in more regional actions, some commercial partnership attempts with the "scratch" bets. In contrast, public authorities or private companies exploited the clubs' institutional brands.
And if we never went further when we relate football and sports betting, it is because until the end of 2018 there was no regulation in the country for this relationship to be established. The law authorizing the sponsorship of Brazilian clubs by betting websites was only approved on last December 14.
With the advent of social networking and the consolidation of the internet as a resource almost indispensable to human survival, it was inevitable that electronic betting would be released here as well, especially if we consider the chronic cash problem of the clubs.
But if before the regulation the money of the fans who already bet went out of the country, the clubs did not receive for these bets and the Government did not collect taxes on these operations, now the scenario is different.
Just as Fortaleza did, the clubs will be able to look for the players in the segment, offering themselves as a communication platform for this type of business, in an evident synergy that few other sponsoring markets can provide.
However, I believe that it is first necessary to break the barrier of mistrust that the betting market still represents here. In my opinion, an inheritance of the old jogo do bicho, which is part of the Criminal Offenses Act (although it is still exploited by bettors).
If sports sponsorship of betting websites is now a commercial practice recognized by law, at first I see no reason for clubs to give up the opportunity to prospect them as potential partners.
On the other hand, the management of these companies must be as professional as any other, of any segment, so that the relationship established between the parties is transparent first and win-win, as a consequence (I will commit the inconfidence to point out that I've heard professionals complain about unorthodox methods of negotiating some of these companies).
That said, yes, the houses and betting sites are the bet of the time in Brazilian football. I just understand that we should not make the mistake of putting all the eggs in the same basket again, as happened with many clubs in relation to the Caixa Econômica Federal.
If worked with professionalism on both sides of the business, the segment can be a lifeline for the weakened coffers of Brazilian associations.
Jorge Avancini
With more than 35 years of experience in the market, Avancini is Director of consulting firm Jorge Avancini Marketing & Services. He has worked in different Management positions, working in areas such as: Sales, Distribution, Product Management, Merchandising, Sponsorship Activation, Communication, Press Office, Service Delivery, Membership Plan Management and Marketing Management Sports.
Source: GMB / Mktesportivo.com
