Mauricio Portelafounder and partner of LiveModea media and sports marketing company, says that in the past “many had to find a way to watch” a sports broadcast. It refers to the fact that those who had access to the broadcasts paid signature on a closed channel. “This was limited to the high middle class,” he says. “It was uncomfortable for the mass,” he adds.
“The spraying was very important in this regard,” said Mauricio Portela, who participated on Tuesday (18), in São Paulo, the Sport & Business Summit – Sport, Investments and Innovation event, promoted by Infomoney.
In the first panel of the event, the importance of leagues in sports business, Portela also pointed out that in the United States, the spraying of sports transmissions has been going on for decades, even before there streaming.
“We started looking at the Brazilian market and there was a gap that didn’t exist a youtube platform to watch sports,” says the Livemode executive, who became a partner in the creation of Cazétva great success of free sports broadcasts in the country, establishing a greater spraying of diffusion through sound and image of the sporting event.
For him, the sport has always been an important drive to achieve business goals more than the broadcasts themselves.
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Brand in sport
Lisandro Lopes, CMO of XP, who also participated in the panel, highlighted the importance of the brand association with the sport.
“When we sponsored the NBA, we thought how to materialize it, to build the brand and be able to generate business,” he said. “More and more work has been how I do business on this, what is the financial thesis.
For him, business -oriented marketing will guide the future. “There is a lot of brand construction. When you have the strong brand it decreases the cost of customer acquisition,” he said.
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Brazilian fan at NBA
Fabio Laudisio, Associate Vice President of NBA Latam, who was the third panelist of the first part of the event, stressed the fact that the American basketball league had 53 million fans in the country.
“The Brazilian fan is more excited and partying. We don’t have the fanaticism of football,” he said. According to Laudisio, the Brazilian fan contributes a lot to offer the best experience to basketball lovers.
He stressed the importance of NBA House, which reproduces in Brazil the atmosphere of an NBA gaming arena. According to him, the interactive space has been fundamental to loyalty the fan. “It’s an important platform,” he said.
