CBF sponsors have low return

The Brazilian selection generates the biggest sponsorships in Brazil. According to the latest CBF annual report from 2017 financial year, different sponsors paid a R$ 353 million, in 2016 the value was R$ 411 million.

Companies like Nike, Itaú, Ambev, Vivo, Mastercard and many others spend a fortune to sponsor the national team. And many still add the investment with Gobo football broadcast. They are investments of almost R$ 300 million per year. However, the return that these brands have is low, based on consumer recognition.

According to a survey by MindMiners, a company specializing in digital research, 90% of Brazilians followed the World Cup. The research sample covers social classes A, B, C and D.

But only a small percentage of fans recognize the brands, especially those that are not sports equipment. Nike, Adidas generally appear very associated with events and teams.

Nike is the brand most remembered as a sponsor of the Brazilian National Team with 27% recognition. The Guaraná second with only 7%, adidas that neither sponsor is with 6%, the same of Itaú and Coca Cola.

When questioned about the brands most associated with football , those of sports equipment increase their degree of recognition. Especially Penalty that appears in this cut.

Sports Value believes that brands must have much higher recognition rates, at least 30% -35% of the audience, as they are very expensive, but with a low number of actions integrated into the sponsorship.

Without exposure in match uniforms requires brands to be more aggressive and very different from what they currently do.

Traditional advertising is falling, today content marketing, live marketing actions, and digital activations are much more efficient.

The brands spend a lot of money and their return on the consumer’s mind is very low. To touch the heart and the mind of the consumer efficiently and innovatively the brands will have to leave the box.

Sports Value’s sponsorship evaluation model has a brand new reality for its sponsorships. The vision of return on investment and return on objectives used in our methodology allows valuations and completely new counterparts in the Brazilian market.