Bookmakers have dominated in terms of sponsoring the country’s football teams. Incentivizing 39 of the 40 teams in series A and B of the Brazilian Championship, the branch reached the rank of greatest supporter of the main national sport. To offer support beyond the economic issue and contribute to full stadiums that make a difference on the field of play, companies in the sector have created several actions to bring even more fans to the duels.
Galera.bet, which sponsors the Brazilian Championship, has boxes in two important stadiums in the city of São Paulo: Allianz Parque and Neo Química Arena. In the home of the current Brasileirão champion, the betting sector company will promote, in June, between the 1st and the 10th, from 9 am to 5 pm, the Tour Galera.bet.
With a forecast of 2500 visitors, the tour includes a visit to the most important places in the stadium, such as the playing field, locker room, press room, box, bleachers, among other places. Fans who register on the platform and deposit BRL 10 will receive the following gifts from the site: a printed photo with the cup of the main national tournament and a personalized cup.
In addition, the company – as well as other bookmakers – also performs various actions with influencers. The company selects opinion makers from Corinthians and Palmeiras to go to the duels. Marcos Sabiá, CEO of Galera.Bet, comments on the activation: “It’s a way to get closer to communicators, who know about the company’s structure and participate in activities we do, and recognize the work they have done”.
Last Sunday (14), Mother’s Day was celebrated in several countries around the world, such as Brazil, the United States, Denmark, Germany, Uruguay, among others. To celebrate the special date, Esportes da Sorte organized an action in partnership with the clubs sponsored by the company that are present in Serie A, B and C (Athletico-PR, Bahia, Grêmio, Goiás, Guarani, Londrina, Novorizontino, Vila Nova , ABC, América-RN and Manaus).
The activation, which was named “My Mother is Much More Than a Mother”, presented fans with tickets to closely follow their favorite team in the Esportes da Sorte box. In addition, supporters also received an official shirt delivered by the platform.
“Esportes da Sorte believes that activations with the fans are as important as the sponsorship itself. Since we started sponsoring football clubs, we have identified a deficit in the market regarding actions focused on supporters. All activations that promote a user experience are very useful, as they show that we see fans in a special way, bringing benefits, promotions and dynamics”, says Ícaro Quinteiro, CMO of Esportes da Sorte.
Renê Salviano, specialist in sports marketing and founder of Heatmap, explains the importance of the actions carried out by bookmakers in the country’s arenas, which are responsible for generating a relevant amount for Brazilian clubs.
“These activations are very profitable for the teams and fundamental for the associations that manage to carry them out. Modern arenas are capable of hosting events even on days when there is no game. Promoting experiences in the stadiums attract sports enthusiasts who can make the local economy spin through shopping in stores, visits to the museum. The possibility of relationship meetings in the place is also interesting”, concludes Renê.
Wolff Sports, an agency that negotiates contracts and manages club sponsors, also owns spaces at Allianz Parque and Neo Química Arena – box seats and chairs in more upscale sectors, respectively –, which are important assets to build. relationship with various players in the market.
“Sport is a powerful relationship tool. These premium spaces, for example, have provided, in recent years, excellent experiences for our customers, whether they are potential or already fans. In addition, on our part, they enabled a new form of relationship with these partners”, says Fábio Wolff, managing partner of the company.
