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SBD Global/July 10, 2012/Marketing and Sponsorship

Copa Libertadores Title Creates New Interest In Corinthians Sponsorship

After winning South America's most prestigious club football competition, the Copa Libertadores, Corinthians management "received a representative" from truck manufacturer Iveco, according to Perrone of UOL.com.br. The representative "asked about the possibility" of the company becoming the exclusive sponsor of the Corinthians jersey. The response was that it is possible, but would be expensive. Iveco already sponsored the team near the end of the Copa Libertadores but only "on the chest and the back" of the jersey. The club could not reach an agreement on any other part of the shirt at the time. Until their Libertadores title, Corinthians charged R$30M ($14.8M) annually for the chest and back, R$15M ($7.4M) for the sleeves and R$8M ($3.9M) for the shoulders. Overall, it equaled a total of R$53M ($26M), "not including the premiums for titles." In a statement, Iveco said they "would not comment in respect to becoming the exclusive sponsor" (UOL.com.br, 7/9). Pedro Ivo Almeida reported that former Corinthians President and current Brazil Football Confederation Dir Andrés Sánchez revealed "a sponsorship proposal of approximately R$68M ($33.5M) annually," which should be signed before the end of '12. Sanchez said, "For the next few seasons, the work is already being done, and we will achieve an increase in value of 20% on our jersey. We will close a sponsorship of R$68M per year in December" (UOL.com.br, 7/7).
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