Atlético MineiroLeadership in Mineiro Championship 2020 will be determined on the playing field, but in a commercial sense, the team is already ahead thanks to the sponsorship agreement with the sports betting operator Betsul and Intralot.
This partnership provides a valuable injection of liquidity to the club in times of crisis, but also with new tools to engage with fans. “Bets have an advantage in the sponsorship market in Brazil because their products are online, which facilitates our communication with fans,” said Pedro Melo, Commercial Director and Head of Sponsorship of Atlético Mineiro in an interview with SBC.
“Our relationship with Intralot and Betsul shows that the market will grow significantly,” he added. As an operator, Mineiro sponsors cannot yet have an official betting platform, but they already offer various types of entertainment, such as the Intralot Keno Minas game and the series to win autographed shirts on the Betsul website.
“I am confident in the call that betting companies will appear in Brazil. At present, the market is ’embarrassed’, because the government has not yet made regulations. But once put in place, the sports betting sector will see Brazil as the biggest leader. “
The sports betting industry in Brazil, like in other jurisdictions, is forced to innovate in ways of interacting with the public during the months when the live event is canceled due to a pandemic. Despite the fact that the competition is now in full force in the South American country, months without activity are very detrimental to the club’s finances, forcing them to find alternative sources of income to recover.
Estimates indicate that the country will experience a GDP decline of 4.7%, mainly due to lack of commercial, tourism and industrial activities. In addition, it is believed that most of the 530 soccer teams in Brazil have debts, which can lead to massive bankruptcy. For this reason, National Club Commission (CNC) suggested a 25% reduction in player salaries, but only Atlético Mineiro received the proposal. Through this initiative, CNC will help low category teams or amateur athletes.
Due to the decline in sales of television packages broadcasting Brazilian soccer, the team expects a 20% loss, and local media believes that there is a large decrease in revenue from pay-per-view options. Decision Brazilian Football Confederation (CBF) to delay the start of the Brazilian tournament from May to July resulted in an 18% reduction when compared to 2019.
However, Atlético Mineiro remains active, not only by signing agreements with bookmakers, but by offering exclusive content and benefits to fans. In this regard, Melo assured that “social networking is, without a doubt, the main tool used to engage fans.”
“They also allow us to refer them to our partner platforms, where they can access certain entertainment offers.” Earnings earned through games and draws have been fully reinvested in the club, according to Melo.
As Brazilian soccer adapts to the “new normal”, the team based in Belo Horizonte seeks to promote this type of digital interaction that generates more income to develop sports. Relationships with bookies have become a profitable commercial strategy to increase Galo’s presence in the online world, while sports continue to be played in private.
Discuss this issue, CEO Betsul Fernando Rivas said that cooperation between operators and clubs was “a huge potential for generating income” for sports. The CEO added that they were very pleased with this agreement, because they “believed that Atlético Mineiro would do a superior job than most other teams because of the quality of the new players,” and he stressed that “this team is one of the biggest in Brazil. “
The economic resources needed by football to navigate this period can be further strengthened when the sponsoring market is fully opened to all the possibilities that betting operators can bring. “Of course, with approved laws and clear rules, the market will grow fast and the sports betting industry will increase,” Pedro Melo said.
Once they take that step, the European market will be a role model for Atlético Mineiro, as the director said: “The big players in the sponsorship sector in Europe are betting companies”, because, as they have shown, “they have had many synergies with fans and great financial potential. “And he added:” Without a doubt, Europe is the best example for Brazil and South America. “
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