One year after the Paris Olympics, the Esporte Clube Pinheirosone of the most traditional in Olympic modalities, enters 2025 amid a restructuring in its marketing sector. Closed sponsorship contracts for the cycle by 2028 should more than double the revenue with this recipe line.
Sponsorship contracts closed so far guarantee about R $ 30 million even Los Angeles Games. Companies like Livelo, GPS Group and MMZR Family Office are some examples.
Gilberto Ratto, a marketing entrepreneur and the club’s longstanding associate was appointed by President Carlos Brazolin to implement one to bring pines to major brands closer, in a more proactive stance.
“Pinheiros did not have a definite business line, so we started creating a job, but first needed to hire people in the market,” explains Ratto, who went through companies such as Alpargatas, Sao Paulo FC and CBF, in an interview with Infomoney. He attracted professionals from Flamengo, Palmeiras and Minas Tennis Club to play the project in a team of nine egresses in the market.
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The club has structured a commercial product based on deliveries of its sports, such as social networking actions. In tennis, for example, a package was designed and presented to Vivo. The telecommunications giant closed for three years.
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The Pinheiros budget for 2025 foresees revenues of R $ 4.45 million in the sports marketing arm, but restructuring increased costs.
“In just over a year we brought about this $ 30 million, but we are talking about 22 new sponsors and renewal of 12 companies that were already,” says Ratto. “But this is not a simple renewal, it leads to an average increase of more than 40% of the before [em despesas do setor].”
Located in one of the most expensive square meters in Brazil, face with Faria Lima Avenue, there is no shortage of big names in the national GDP among the club’s associates. It is another asset for the sports marketing team and also for the institutional arm, responsible for partnerships of the club besides the sport.
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“Brands want to associate with club members, high -purchasing power partners, in a very privileged location of São Paulo. So they want to dialogue with this community, ”says ESPM Sports Marketing courses, Ivan Martinho.
Despite the improvement, marketing recipes are far from being the largest line of Pinheiros earnings. Based on the financial statements of November 2025, the contributions of associates accounted for more than 47% of total revenues. Transfers of the Brazilian Club Committee (CBC) are also superior.
Are Olympic sports in the target?
Although the attraction of sponsors in a post-Olympic year can signal to an improvement in the list of brands with Olympic modalities, experts are still reticent about a consolidated movement.
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For Martinho, the list of companies with Olympic brands in Brazil has three standards: the first comes the trailer of the media promoted by the Olympics, which leads to a relevant increase in contracts with modalities, confederations, committees and athletes.
A second movement is the search to access a specific consumer community. This is what happens with some of the elite clubs like Pinheiros itself.
“Another important aspect is idols, a little of the idea of ‘winner takes it all‘ [o vencedor leva tudo]”, Points out Martin. Names, they have 16 and 13 sponsors respectively. “These idols move a lot, but it does not mean that the modality itself grows in the same proportion.”
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The director of the company specializing in Sports Marketing Sports Value, Amir Somoggi, adds that the Brazilian advertising market still supports sponsorships to Olympic sports based mostly on tax incentives for the Sports Incentive Law. “It doesn’t have a top private brand putting heavy money other than via incentive law,” he says.
In the case of Pinheiros, revenues through incentive law represent 65% to 60% compared to direct investment, the club points out. “If we are sponsored we investments a little more. If you only have incentive laws, investments up to some extent, ”explains club president BRAZOLIN, about contributions by sport.
He explains that in some cases companies are attracted to the possibility of via incentive law and complement a sponsorship to other actions beyond the waiver limit.
