GMB- What strategies for brand activation do you offer to customers that hire you?
Fabio Wolff - Basically, our work is based on three pillars:
- Brand awareness actions through championships, teams and athletes in different sports. In the case of the segment in question, the focus has been on football, which is the sport that concentrates the media;
- Activation actions at sporting events for brand exposure and synergy with potential customers;
- Relationship actions in sporting and musical events.
What are the types of actions most requested by your customers? Specifically, which are the most chosen by the sports bookmakers that works with Wolff Sports?
The majority of bookmakers seek brand exposure, that is, advertising in football through sponsorship of teams and tournaments. In short, companies seek to make brand awareness, that is, make them known.
How did the procedures work for App7 Sistemas to have its image on the boards of the games of the Brazilian Championship and how important was this for the agency?
It was very simple. They showed interest in the media, so we chose the best opportunities, introduced to them and closed the deal.
Wolff Sports is one of the leading sponsorship agencies in Brazil for the past 10 years. Among these deals, which partnerships between sports betting houses and Brazilian clubs was your company responsible for?
· 1XBET - Brazilian Championship of Series B 2018 and Series A and B in 2019 (arena properties: 3D carpet, plates and LED)
· Bodog - Brazilian Championship Series A and B in 2019 (arena properties: 3D carpet, signs and LED), in addition to sponsoring Botafogo in Ribeirão Preto;
· Sportsbet.io - Brazilian Serie A Championship 2019 (arena properties: signs and LEDs)
· Marjosports - Brazilian Championship of Series A and B 2019 (arena properties: signs and LEDs), in addition to sponsorship of Ferroviária de Araraquara;
· Betmais - Brazilian Championship A Series 2019 (arena properties: LED)
· Betsport7 - Brazilian Series A and B Championship 2019 (arena properties: signs and LEDs)
· Bola na Rede - Brazilian Championship of Serie A 2019 (arena properties: plates and LED)
· Futwin - Campaign with former athlete Amaral
· Vivagol - Brazilian Championship A Series 2019 (arena properties: LED)
· Betwinner – friendly game Botafogo Futebol Clube x Sport Club Corinthians Paulista (arena properties: prisms)
Is there a growing demand for the gaming industry after many sponsorship deals signed by betting sites?
Yes. The demand is huge for championships and football clubs. To give you an idea, only six clubs in the Brazilian Championship of Serie A do not have sponsorship agreements with betting companies.
Do you believe that the trend is for these companies to expand their investment to other sports segments in Brazil?
Yes, however, before, as has already been happening, the focus will be on football.
What do you think is the best way for sports betting companies that are arriving to Brazil now to promote themselves and to popularize their offer?
I believe that today's numbers are already very interesting, that is, many Brazilians are already betting. However, it is not for nothing that many bookmakers are betting their chips here, the market has enormous potential. Investment in media and communication will be of vital importance for attracting new consumers.
Do you suggest other actions to attract punters other than club sponsorships? If so, which ones?
Sponsorship of championships and some athletes are already a reality. Relationship marketing is another excellent tool for attracting and retaining customers.
Given the repercussions of the club-company project, what do you think can be the best way for everyone to be able to benefit from this law?
The company-club is important to professionalize the football market in the country, but it is essential that the implementation in practice reaches the desired results. We will wait for the evolution of the theme.
Finally, what are your expectations about the business opportunities that may arise with the regulation of sports betting in the country?
Once the regulation is approved and is favorable to betting companies, we will have a flood of investments in the country, that is, the football industry will benefit, in addition to other popular sports. In 2019, we served more than 10 betting companies, we are very optimistic about the future that current and new customers can provide.
Source: Exclusive Games Magazine Brasil
