GMB - What motivated you to create a podcast to talk about new business within the sport?
Bruno Maia - The clear feeling that the discussion was out of date in the Brazilian innovation market. We are in a solid and mature stage of a model that has already been overcome. At the other end, those who follow the new business and marketing structures that are already underway in other markets, realize that the agents involved and the issues at hand were not even addressed here. Worse, the contact I have with young professionals scared me. They should be vectors of this transformation, but they are growing under the influence of old ideas, without so much written and spoken reference in Portuguese on these fronts of innovation. It seems that, here, we still see all this as the future. Only, in our future, there is already something that happens in other markets. I believe that the technological and business structure backwardness also affects the final performance in the field and the quality of the shows we consume. Helping this discussion was the goal.
Will sports betting be the subject of some of your podcasts? If so, how do you intend to approach them and who would be your guest?
We will certainly talk about this directly and indirectly. What I usually call “Entertainment of statistics” is an increasing consumption trend and the bets increase that. The business windows that will arise for companies in this sector and sports are still being initiated. This is, for example, a sector in which I think young sports marketing professionals could work hard, as it only tends to grow. About guests, there are a lot of good people to call. I'm probably not going to restrict myself to just one.
What is the importance of betting regulation for Brazilian sport?
I am not going to enter into the ethical or moral discussion about betting, as I think that everyone has a point of view. I can say that, from the financial perspective and updating the business, it is urgent. It is a source of revenue that has already been explored in other territories and not here, weakening our products and our ability to compete for audience, sponsorship, revenue and, why not, performance. It is essential to have a very robust audit structure on this influence, but this is already happening in many territories and it is in the interest of the betting industry itself that it is considered. I am very optimistic in this regard. In any case, in this first moment, I see the partnership between bookmakers and clubs being restricted to the formation of a consumer base, through sponsorship actions and referral revenues. With the advancement of regulation to the next phases, remembering that now only sports betting is discussed, so perhaps, yes, we have greater partnerships. For example, if casino regulation moves forward, many clubs have underused real estate properties that could be appropriated and made stronger assets in partnerships with interested networks. But this is something for a slightly more distant future, in my view.
How do you believe bets can encourage fan interaction and thus improve club revenue?
I mentioned what I call “Entertainment of statistics”, which I believe is a trend in young consumer behavior for the next few decades. The arrival of this generation in the consumer market should synchronize with the maturing of betting operations in the country. I believe that this becomes an important dimension of the fun and pleasure generated by the sport in those who consume it. The part of how clubs can participate in this revenue will depend more on them than on the market, especially on the development of the data and statistical refining areas that they can offer.
When you were marketing vice president for Vasco, did you create a strategic plan linked to the bookmakers that are arriving in Brazil and sponsoring the clubs here?
Vasco and Fortaleza were the first two Brazilian clubs to take on a betting brand as a sponsor on their jerseys. Fortaleza is a great club, but naturally it has a difference in reach in relation to Vasco, which signals the importance of this initiative. We did a very strong job of bringing the company closer to the Vasco fan and the result was so positive that the partnership was renewed after my departure. I also participated as a speaker at last year's BgC, exactly to reaffirm my view that clubs needed to be involved in this process of regulating sports betting in the country. In addition, I have had professional contacts in this market for some years, as I am an enthusiast and see it as a business opportunity for my agency as well. I am happy for the recognition that I usually have in this industry due to this participation when I was more in football, but I know that we still have a lot to do and I hope I can add to this front.
Source: Exclusive Games Magazine Brasil
