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  • Vivo Franca – Simple and effective

    For several times complaints have been heard that Globo and its channels (the biggest Brazilian media group) jeopardizes sports for not saying or showing sponsor companies names and logos in their spots broadcasts. This is almost common place in any discussion involving sports professionals.

    However, as said in the opening post, the objective here is not to discuss this scenario, but to promote the activation best practices that leverage the results of all involved with sport. In this sense, Vivo (a Brazilian Telecom Company) Franca Basketball team, with a way too simple action, increased its brand and its main sponsor exposure.

    When the athletes are interviewed by TV reporters in the court, a person positions himself behind him with a portable backdrop, making the brands exposure inevitable. If the idea came from Vivo, congrats. If it came from Franca, congrats as well, once it demonstrates the worries in guaranteeing the return on its partner investment.

    Unfortunately, I could not find a video or image showing it. If you have it, please send me. If not, try to take a look at it next time they’re on TV (if you’re away from Brazil, sorry…).

    What about you? Have you seen anything like that? What do you think of it?

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  • Opening Post

    Since I was really young, sports have been a passion to me. I’ve always been hungry about consuming sports, be it practicing or following it live or through the media. Later in my life, I decided to join it together with another of my passions, marketing, and ended up working with sports marketing. In all these years dealing with both these passions, I’ve come to realize that one of the biggest mistakes in this market, today, is the lack of sponsorship/partnership activation. This jeopardizes the results of all involved, but mainly sports, which fight for survival.

    A lot of companies invest huge sums of money acquiring rights they don’t use, even though they are a powerful and complete tool, which may generate several opportunities within the mix (products launch, sales growth, relationship, endomarketing, etc.). The result is not as good as expected by the sponsor and, in extreme scenarios, there are no results at all, causing rejection to the tool. Of course this is not only the sponsors fault, but of everyone involved in the process (sponsees too, of course!), once the bigger the return each one achieves, the better the event, the bigger the audience, the better the future return, the better the event, the bigger the audience and so on.

    This scenario motivated me to create this blog, whose objective is not to discuss the reasons that led to it, but to promote the best practices in the area, and thus be able to contribute somehow to increase sponsor companies’ return on investments in sports and, ultimately, increase sports’ chances of success.

    This, of course, is an open space. Please, feel free to contribute. Always!
    Thanks a lot and let’s go to the first post,
    Guilherme.

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