In a scenario where the dispute for the attention of the fans is increasingly fierce, filling the shirt of a club with logos may seem an obvious strategy for the brands. However, data from Enlimoo, a company that specializes in data intelligence for marketing, indicate that more exposure does not always translate into greater return.
The survey reveals that although 60% of fans do not bother with excess sponsors on shirts, this does not mean that this practice is the most effective in generating identification or engagement with the public.
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According to the study, the fans recall, on average, only three brands present on their club shirts. The master sponsor is remembered by 51% of respondents, while the sports supplier comes next, with 40% remembrance. These numbers show a clear phenomenon: excess marks can generate visual saturation, compromising the effectiveness of communication and diluting the value of each individual exposure.
“Be careful not to confuse brand exposure with return on investment,” warns the report. That is, being visible is not synonymous with being relevant. The study stresses that the simple act of stamping a logo is not enough – it is necessary to invest in engagement strategies that promote emotional identification with fans.
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In this sense, 52% of respondents said they identified with brands that sponsor their clubs, and 66% would continue to consume products from these brands even if they sponsored a rival club, indicating that the consumer relationship goes beyond rivalry in the countryside.
Marcelo Paciello, a sports marketing expert, highlights the importance of activating his brand using club assets and just putting the logo on the uniform.
“For brands it is not enough just to be a master sponsor without having a long -term project aligned with engagement actions to generate greater brand recognition. The data show that the fans remember only three sponsors, and most remember the master sponsor and brand of the uniform supplier,” he said.
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Super World Cup FIFA will protect Master Sponsor
Interestingly, the first world super worldwide will respect the rules that fans follow in all FIFA tournaments. Only one master sponsor and sports equipment supplier can be at the participants’ uniforms. This will directly impact the 32 clubs of the tournament and, in Brazil, those who will have to make adaptations are palm trees, Flamengo, Botafogo and Fluminense.
The rule serves to standardize uniforms and to protect sponsors from the competition, as FIFA makes activations with those who put money in its championships. But in the end, it corroborates what the study of the illumination and the experts heard by the Infomoney.
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For Thiago Freitas, Roc Nation Sports COO in Brazil, the appreciation of the less sponsors shirts also meets a desire to make tournaments more similar to the World Cup standard, where there is a clear limitation on the number of brands exposed by the teams.
“It is reasonable that they want to make it similar to the World Cup, not only in the regulation, but also at the maximum decrease in the number of brands associated with clubs, valuing the association of their stories brands with tournament sponsors,” he says.
Freitas’s view is echoed in the words of Fernando Kleimmann, managing partner of Volt Sport, a sports equipment supplier for 11 clubs in the four divisions of Brazilian football. According to him, the aesthetic issue also weighs.
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“Regulation prioritizes the aesthetics and visual standardization of the tournament, resulting in cleaner shirts and aligned with an international standard. This values the identity of clubs and reinforces the perception of exclusivity of the master sponsor, following a more minimalist design trend in football.”
