Aiming to reduce the financial losses of clubs caused by the stoppage of games due to the pandemic of the new coronavirus, the Brazilian Football Confederation (CBF) signed a contract with the institutions regarding the sale of international rights to broadcast games until December 2023. An opportunity to publicize the brand abroad, attract more attention to athletes, in addition to profit from betting made on foreign websites.
The news will benefit the so called “Iron Trio” of the capital of Pernambuco. Of the R$ 209 million (US$38m) agreed for the period, Sport team would be entitled to R$ 7.85 million (US$1.45m), while Náutico and Santa Cruz would get R$ 2.1 million (US$ 385k) and R$ 525 thousand (US$96k), respectively. These amounts would be passed on to the institutions on a diluted basis for four years.
The disparity between the values for the Pernambuco trio, is due to the fact that the division is made as follows: Serie A teams get about 75% of the total (R$ 157 million -US$28.6m-). Series B's receive 20% of the total amount (R$ 42 million -US$7.65m-), and Series C's receive 5% (R$ 10.5 million -US$1.9m-). The clubs of second division, however, want to increase the percentage to 25%. With that, the ones of Brasileirão Series A would have 70%.
This type of action can be important for clubs to expand their brands outside the country. "Despite the urgent need for clubs to obtain revenue to meet their short-term obligations, the focus at the moment is to have the national championship games broadcast to as many countries as possible. However, it is necessary that the championships improve the technical aspect, that the teams evolve their management to be increasingly competitive and create strategies to value the championships as products ", evaluated partner-director of Wolff Sports & Marketing.
This type of action can be important for clubs to expand their brands outside the country. "Despite the urgent need for clubs to obtain revenue to meet their short-term obligations, the focus at the moment is to have the national championship games broadcast to as many countries as possible. However, it is necessary that the championships improve the technical aspect, that the teams evolve their management to be increasingly competitive and create strategies to value the championships as products," evaluated a partner-director of Wolff Sports & Marketing.
"Most clubs need to structure their marketing and commercial departments much better. If revenue has grown considerably in many clubs for a few years, imagine, then, when they are structured?", he added.
Wolff also highlighted the reason why, in his opinion, Brazilian football is little explored abroad. "An example is the poor history of commercialization of the championships. The European calendar different from ours also hinders the understanding of potential interested parties and the public. We market our main players, valuing the European championships and consequently weakening ours, in addition to a lack of unity between clubs in order to create strategies to enhance the product,” he stressed.
Seeking to talk about the importance of values, and also if there are other plans for the internationalization of the brand abroad, Sport, via a press office, preferred not to comment on the matter. At Nautico, the vice president of marketing and communication, Luiz Filipe Figueirêdo, pointed out that the club already had plans to benefit from betting sites even before the pandemic.
"We have a sponsor, AGClub 7, and we had enough material to work on the sports bet segment, but with this stoppage, we had to postpone it. After all, there is no game to bet at the moment. We will put totems on the stadium and invest in this area, already that the market works with companies based outside Brazil," he pointed out.
The chief executive of Santa Cruz and representative of the Serie C clubs in the National Club Commission (CNC), Constantino Júnior, celebrated the inclusion of the team in the race. “It is a victory for Serie C clubs. We want to receive only this year, because next one we will be in Series B (projection). So, it is a big step and shows that CBF has been looking for alternatives to be able, step by step, to look for space not only for Series A and B clubs,” he commented.
According to Constantino, the estimate is that the first installment of the payment will be made 45 days after the contract signature, while the second transfer should be done in December, at the end of the Brazilian Championship. The president mentioned that clubs will try to advance payments.
Source: GMB / Folha de Pernambuco
