With the recently announced agreement between Betsson and Athletico Paranaense, the betting segment has reached 100% of Brazilian Serie A clubs.
This is a portrait of the consolidation of a market that is gaining more and more space on the national scene. The expectation of regulation in Brasília makes the main players in the BETTING world accelerate their initiatives to guarantee the available spaces.
No other segment is present in all Serie A clubs, and this makes betting companies have a great challenge ahead.
The Challenge of differentiating
This competition for advertising space is so fierce that a fan can see a brand on their club's uniform, another on the advertising board of their team's game, and when they enter Instagram they see a third brand being promoted by their idol.
In other words,
How does your brand differentiate itself in the market? What strategy do you adopt to attract new customers? How do you manage to retain your customer so that he doesn't "jump the wall" to the competitor?
Is investing x million in a particular club enough to attract new customers?
The answer is NO!
In such a fierce market, an effective way of attracting new customers and retaining those inside is through experiences. Provide customers with moments where they create a relationship and identification with your brand.
It's no use investing 10M in a club if you don't provide at least 20% or 30% of that amount to activate this sponsorship.
More important than closing a sponsorship is having a maximization strategy behind that deal. Close for close, you could be walking into a cage with lions bigger than you.
Bernardo Pontes
Marketing executive with stints at clubs such as Fluminense, Vasco, Cruzeiro, Corinthians and Flamengo. He is a partner at BP Sports, an agency focused on intermediation and activation in sport, and also at Alob Sports, an agency specializing in connecting athletes and sports personalities to brands.
