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The 25 clubs that had signed a sponsorship agreement with Caixa Econômica Federal in 2018 received a notice at the end of last year. The bank will not renew the agreements in 2019.
The leaders are therefore not surprised by the statement of the Minister of the Economy, Paulo Guedes, according to which the funds of the public institution could be better used
. it is possible to do things 100 times better with fewer resources than to spend advertising on football teams, "Guedes said Monday (7) at the inauguration of Caixa's new president, Pedro Guimarães [19659002] A and B of the country are divided Everyone would like to continue working with the bank, but some are alarmed by the probable loss of income and those who do not sleep.
"Caixa informed us that this does not happen. would not continue. What they paid us was not worth out of reality. If you take the taxes, it's $ 100,000 a month. The minister can rest badured that Caixa will not break because of the CSA, "said Rafael Tenório, president of the Alagoan club.
" This worries us [a saída] because we are planning accordingly. The sponsorship is good for the bank, "said Marcelo Paz, president of Fortaleza.
The state institution has injected in football 191.7 million R $ in 2018, according to a survey of the Official Journal. data include, in addition to clubs, sponsorships for state tournaments in Espírito Santo, Mato Grosso do Sul, Paraíba, Piauí, Rio Grande do Norte, Rondônia, Sergipe, Copa Nordeste and the Copa Verde
Caixa's cash-strapped teams last year, Chapecoense, Palmeiras, São Paulo, Gremio and Inter (the last two of the Rio Grande do Sul government bank) were Corinthians, Fluminense and Vasco had occasional advertisers.
"Caixa did not come in to do business, it was government aid. So much so that there is no positive disclosure for the bank, as a study that has sold more to fans of the X team. Not having this vision , the new government wants to be austere, "said Ivan Martinho, professor of sports marketing at the ESPM in São Paulo.
" The Repucom [métrica que determina a aparição dos patrocínios de futebol na mídia] shows that there was a positive image of Caixa. "
Not all the clubs subscribe to this idea that the state bank did not come back with sponsorship, I think that the minister Paulo Guedes is right. when the president of Caixa said that the sponsorship was good for the bank, this idea can be revisited with differentiated values, "said Marcelo Almeida, president of Goiás.
According to the leader, "there must be a democratization in the distribution of money." Goiás receives R $ 4 million and Flamengo R $ 32 million.
If we consider Flamengo's income of R $ 595 million in 2017 (according to a study by Itaú BBA), R $ 32 million from Caixa represent 5.4% of the turnover figure. Annual Business [para o time do Rio]. Less than Ceará, whose R $ 6.7 million paid by the bank accounted for 24.8% of the annual collection.
Some see the incompetence to attract investors. In the 1980s and 1990s, multinationals like Coca-Cola and, in the 2000s, automakers competed for shirts. Today, teams are turning to small businesses.
"We do not see a big bank, the big editor in a Brazilian club, but under the shirt of the Europeans They prefer to advertise in the main means of communication, on open and subscription television, on the Internet "said Martinho, from ESPM.
Globo has sold six quotas amounting to 310 million rubles each for football in 2019. The package includes the America's Cup. The station renewed with Ambev, GM, Hypermarcas, Itaú and Vivo. Retailer Casas Bahia has joined Unilever.
Without the big brands, clubs divide the space in the uniform and try to profit from the wholesale. The A-series teams practice before cutting the uniforms, with advertising on the shoulders, back, numbering, back and front of the bottom and sock.
Small businesses can buy one of the spaces of the uniform. This is the case of the Poty Beverage brand, from the state of São Paulo, which traded in Sao Paulo in 2018 for Corinthians in 2019 for 2 million rubles. Or Kodillar, who for 600,000 dollars a year, will be in half of Santos.
"If you have millions of dollars to invest in, being on TV is important, or companies opt for guerrilla marketing." Globo's prime time insertion costs between 300 and 350,000 rand. Two of these insertions may require an investment that could be made in a club for a year, "said Fabio Wolff, director of Wolff, agreement between Corinthians and Poty
" Some companies consider football as a possibility. not leaders in their segment, but they want to be a day. "
Some clubs have begun to prepare for post-cash life by the end of last year. Cruzeiro chairman Wagner Pires said the team's sponsorship contracts for 2019 were almost over.
The situation is more complicated for Botafogo and Santos, big A-series who have no main sponsorship to replace the public bank.
"We must respect the policies of society.If you do not continue sponsorship for someone, that's fine.But if it ends for some and continues for others, then I will be outraged, "said Robinson de Castro, president of Ceará.
Wanted by Folha Caixa's board stated that existing or closed contracts are being re-evaluated.
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