O Corinthians negotiates a sponsorship contract with FatalFansa subscription-based adult content channel, estimated at R$17 million for one year.
If confirmed, it could become the first major sports market in the world to transform sponsorship from an adult platform into a recurring strategy among professional clubs.
This is because FatalFans already has agreements with Vila Nova, in which the brand was printed inside the shirt number, and Operário, where the brand appeared on the socks and shorts.
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For the company, entering Brazilian football is part of a strategy to get closer to clubs with a strong regional presence and engaged fans. Kellerson Kurtz, the platform’s business director, in an interview with InfoMoneystated that, among the reasons that defined football as a marketing channel was visibility.
“Main sport in Brazil, which is followed by people on television, radio, on the internet, on social media. So, sponsoring a football team is, in itself, a way of being present in different online and offline channels. And, in addition, Brazilians take football almost like a religion, something that people are passionate about. So, associating your brand with all this passion for football is something that makes a lot of sense for us”, he states.
Choosing football teams
A is the turning point for the company. An agreement with one of the biggest clubs in Brazil, owner of one of the most numerous fans in the country and with strong commercial appeal, would take FatalFans to an unprecedented level in national football.
Kurtz explains that the criteria for choosing a football team to negotiate follows a combination of factors, taking into account both regions of Brazil that the company seeks to expand, and the reach of the clubs.
In the case of Timão, the brand comes to help in four of the club’s sports: women’s football, men’s football, futsal and basketball. How FatalFans will be portrayed has not yet been disclosed.
In terms of brand visibility, the process is similar to betting sponsorships, for example. The brand must be present on t-shirts, club highlights and other areas.
