Retailer will be a sponsor of the championship broadcasts on the broadcaster starting next year
A, led by Luiza Trajano, announced on Tuesday (12.Nov.2024) a sponsorship contract with for broadcasts of the Brazilian Championship from 2025. The agreement marks the company’s return to sponsoring the Brasileirão after a break since 2015.
With more than 1,200 stores across Brazil and a strong presence in e-commerce, Magalu seeks to reinforce its brand positioning and get closer to Brazilian consumers. Aline Queirantes, marketing director at Magalu, highlighted the importance of football as a national passion. “Football is a national passion and we are all over Brazil with our more than 1,200 stores and our e-commerce. Reaching Brazilian homes through this sponsorship reinforces our brand positioning and brings us even closer to our customers”said Queirantes.
Magalu’s marketing strategy includes the presence on the screens of 2 major broadcasters simultaneously, sponsoring the Sunday with Huck already Globo and Brasileirão broadcasts on Record.
A Record has already recovered the amount invested in the championship’s broadcasting rights, around R$215 million for 38 games per season, from 2025 to the end of 2027, with 7 confirmed sponsors, with only one space remaining to be sold. Brands like Heineken are among the sponsors.
The new contract between Magalu and Record represents a change in the sports broadcasting scenario in Brazil, ending Globo’s exclusivity after 9 years. The last broadcast division of the national league took place in 2015 with the Band. In addition to the Brasileirão, the Record will also show the Campeonato Paulista, having renewed the contract until the end of 2029.
