Anyone who thinks that the search for revenue ends with the end of the football season is mistaken. Taking advantage of the commemorative dates at the end of the year, clubs launch special shirts, aiming to increase revenue with the increase in sales for gifts, in addition to blank uniforms for the new year.
Brazilian Volt Sports created a white New Year’s Eve line for the 11 clubs to which it supplies. All are white with finishes in common colors for the time, such as silver and gold.
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“These are special shirts with a limited edition. Special uniforms for the holidays have become a tradition for the teams we sponsor. These are shirts that have different concepts from traditional uniforms, but that are very popular with fans. This is another example of a project that adds to the clubs’ catalog and enhances the mix of products offered”, comments Fernando Kleimmann, managing partner of Volt, sponsor of América-MG, Avaí, Botafogo-SP, CRB, Criciúma, Fortaleza, Joinville, Remo, Santa Cruz, Vila Nova and Vitória.
“This is the first time we have launched. In addition to being a limited edition, it brings the passion for the club into family parties and fuels the love of the fans. As a marketing person, we believe that endorsing disruptive projects like this is a way of getting closer to fans, in addition to generating new revenue for Botafogo”, Laura Louzada, marketing manager at SAF do Botafogo-SP.
A partner of Diadora, Coritiba took advantage of the structure of its own clothing company, 1909, which has already produced game uniforms, to create New Year’s Eve models. “Using licensees is an extremely important mechanism for increasing the product mix and attracting the public. It is a model that goes a little beyond the sporting sphere, pleases the fans and helps us maintain close ties with the fans in a period without official games”, comments Henrique Aguiar, new business manager at Coritiba.
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In addition to Volt, there are clubs that have also joined the wave. Some of them are Bahia, CSA and Goiás, all with their own suppliers – Esquadrão, Azulão, and Green. However, the first, from the Bahian club, must be closed, as the City Group teams usually sign partnerships with Puma.
The Goiás model also follows a retro idea, with the application of the first shield and patches to remember the club’s origins. “This shirt is our way of being even closer to the fans in such a special moment, of thanking them for all the support we received this year, and also of showing that we will remain even more united next year”, comments the director of marketing from Goiás, Jéssica Rezende.
At Fluminense, a model launched on November 4th celebrated one year since the Libertadores title, won against Boca Juniors, at Maracanã. Sport created a t-shirt with customizable patches of the club’s moments in 2024.
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“The year was very remarkable, ranging from the 44th Pernambuco title to the game that crowned us with our long-awaited access. Campaign on the field with more than 100 goals, launch of the new mascot Nina, the return of fans to Ilha do Retiro and many other campaigns that the club carried out this year”, said Roger Lopes, the club’s marketing art director.
Both Rio and Pernambuco are sponsored by Umbro, but the company did not participate in these models. At Grêmio, the supplier partnered with the artist Killa Villa for a design in honor of songs from the Grêmio fans.
Another action is from Flamengo, also with a New Year’s shirt. However, the shirt is produced and distributed in partnership with Mercado Livre, which sells exclusively.
