GMB - How did the proposal to sponsor Cruzeiro arise and what were the main factors that led the company to sign this partnership?
Joseph Levy - After announcing the sponsorship of the Campeonato Carioca 2019, some clubs came to us and Cruzeiro was one of them. We thought it would be an excellent opportunity to test a new market, where PMU already has accredited agents and had not yet done an active marketing job. In addition, after almost two decades, soon BH will again have a racetrack, which will certainly boost the activity.
What is PMU's goal in supporting the most popular sport in Brazil?
The purpose of PMU is to popularize turf with the Brazilian public. Our strategy of approaching football comes against that. In this way, we position ourselves as a sports and entertainment company and nothing better than partnerships with football to make the brand known and attract new audiences.
In addition to Cruzeiro, PMU had already signed a partnership with the Rio de Janeiro Federation for the 2019 Carioca Championship. What are PMU's next steps in this sports sponsorship sector? Is the company thinking on closing similar deals with competitions and other sports clubs outside of football?
For the moment, we will analyze the results of the partnerships that we closed in the first quarter of the year. The operation of PMU in Brazil is still deficient, so as we develop our business and the results appear, we can rather seek new partnerships.
Which other international experiences does PMU have with sports sponsorship? How did they influence the company's decision in Brazil?
PMU France has a prominent history in football sponsorship mainly, but the size of the company there is different, with 6 million tourists, 13 thousand points of sale, 240 racetracks and 10 billion euros in betting volume. The company was for a few years sponsor of the PSG and the French championship, and this is a case of success that inspires us when it comes to accessing a new audience for turf, always adapting to the Brazilian reality.
Despite being a company traditionally linked to turf, was there any influence of the legalization of sports betting on the decision to sponsor clubs and competitions in Brazil?
No. The decision to sponsor clubs in Brazil is a strategy that aims to create a PMU brand recognition in Brazil and associate turf with sports and entertainment.
Is there any project that, through sponsorship of football, will make turf resume its popularity and reach new audiences?
Yes, that is our main goal. Make people who like football discover a new passion: horse racing. Our TV campaign shows that it is fun and easy to follow turf as well as football, and that the person can still earn some extra money. Betting on horse racing has a magical effect because with only 2 reals (US$ 0,50), you live the thrill of becoming "horse owner" and cheer for it during that race.
As a new member of the company group linked to sponsoring football club and competitions, does PMU believe that this move can bring the gaming market closer to the population and help pass a law regulating all gaming activity?
Our mission is to bring turf and equestrian betting to the Brazilian public. It is an entertainment option that has always been legalized but has suffered prejudice and rejection over the years. We want to show that it is fun, authorized and that it should be played responsibly. This will help society understand games purely as fun, which can contribute to a better acceptance of the new regulations.
What is the importance of Caixa leaving as a sponsor for companies that wish to invest in this market and take that place?
Caixa, because of its size and level of investments in the sponsorship of Brazilian clubs, has always been of great relevance. Its exit opens, without doubts, opportunities for other companies of the sector that want to invest in this market.
How do you see the role of private companies in aiding the sport and culture of the country?
Private companies have always contributed to Brazilian sport and culture. Some brands have become known for their association with the sport, creating an identification and positive values for the public. I believe that this aid is a strategic tool for the company and that it contributes to a greater cause. In the case of PMU, in fact we are a sports company, which facilitates this identification.
What perspective does PMU make for entry of other gaming companies into the sports sponsorship market?
I think the market is still incipient because clubs and companies are at the stage of discovering how to explore partnerships in the best way. With the legalization of gaming, it is possible that this type of sponsorship becomes more frequent and takes different forms, not only for brand visibility, but mainly for the acquisition of new users and promotional actions to stimulate the practice.
Source: Exclusive GMB
