Rivals in Rio de Grande do Sul, Internacional and Grêmio have a similarity in the field of business, which may become a trend in Brazilian football: financial support in hiring new players or as a source of support in paying salaries. The most recent case came from Internacional, which brought striker Enner Valencia, with passages through European football, with the help of EstrelaBet – one of the biggest bookmakers in Brazil.
When renewing the contract between the club and the company, until December 2025, it was agreed that, since the contract values would be used to improve the team, it would be beneficial for more activations to be carried out when new athletes were hired.
“It ends up becoming a great opportunity for everyone, in which the club and sponsor end up winning with it. Activations on social networks and actions are planned that will put the partners’ image in evidence. The proposal is to make the return interesting for both parties”, explains president Alessandro Barcellos.
As for Grêmio, who will help with the salary costs of striker Luis Suárez is one of the most recognized bookmakers in the country, Esportes da Sorte. The contract provides for an additional amount in August of each year, estimated at one million dollars. Also in return, the company is entitled to some activations involving the player, for example, that the Uruguayan star wears caps with the house logo in certain situations.
“Assist the club in acquiring consecrated athletes helps to strengthen the feeling of partnership between the company and the football institution. We leave the sphere of mere sponsors to really become partners and benefactors within the club. This helps us to establish more and more a strong and emotional bond with the fans. Our desire is to occupy a place of respect and consideration in the heart of each one of the fans of Grêmio”, says Darwin Filho, CEO of Esportes da Sorte.
For Fábio Wolff, specialist in sports marketing and who mediates contracts between brands with clubs, companies and athletes, this partnership model can bring even greater gains if thought through with planning.
“Investing in a renowned athlete brings the brand closer to the fans, as well as to the club’s board. It is important that the sponsor has a strategic activation plan formatted to maximize the investment”, he says.
Who corroborates the opinion is the specialist in sports management Renê Salviano, CEO of Heatma, a company that also negotiates new business involving brands with clubs, companies and athletes
“It is a sponsorship complement that is quite common in other countries and that brings even more visibility to brands. Despite the additional costs, these are contracts that generate a two-way street, as they bring new disclosure properties to companies in actions and activations”.
