Lanús is Atlético-MG’s opponent this Saturday (22/11), in the fight to win the Copa Sudamericana. The traditional Argentine team has a vast history in football and reaches the final enjoying a good moment in the season and maintaining regularity both on the national and continental scenes. Outside the four lines, the sponsorship on the chest of the maroon shirt draws attention. THE Sporting News explains what Mapei is.
Mapei: what is it and what does it mean?
Mapei is an Italian multinational in the chemical sector, recognized worldwide for the manufacture of adhesives, mortars, waterproofing products and solutions mainly aimed at civil construction.
Founded in 1937, in Milan, the company grew based on technological innovation and strong investments in research, which transformed it into one of the global leaders in materials for construction, renovations and large infrastructure projects. The brand is present in more than 30 countries and has production units spread across several continents, reinforcing its international operating strategy. Arrival in Argentina took place in 1999.
In football, Mapei’s presence is nothing new. The company is a traditional sports sponsor and has a strong involvement in Italian sport, including ownership of Sassuolo and the stadium where the club plays its games.
The expansion into South America occurs as part of a global marketing policy, aimed at associating the company’s name with sporting institutions with great popular appeal and regional visibility. The partnership with Lanús began in 2020, replacing Yamaha, which sponsored the club from 2014 until June 2019, and has lasted since then.
For the Argentine team, this is an agreement that increases revenue and strengthens the brand at a relevant sporting moment. For the multinational, the link offers direct exposure to a strategic market, where the construction sector maintains firm demand and where the company already has a consolidated commercial presence.
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