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SBD Global/September 18, 2012/Marketing and Sponsorship

CBF Believes Increased Exposure From New Competition Will Increase Sponsorships

The Brazilian Football Federation (CBF) "believes it has taken an important step" in inflating the value of sponsorships for clubs in the country, according to Guilherme Costa of MAQUINADOESPORTE.com.br. The CBF said that the inflation will occur because of the creation of a U-20 Copa do Brazil in partnership with ESPN. The logic comes from the fact that the broadcaster will air 20 games live, 15 exclusively, "as well as aid in the marketing of the competition." The U-20 Copa do Brasil 2012 will take place from Oct. 2-Dec.15 with 32 clubs participating. The CBF's deal with ESPN is for five years and also includes the U-17 and U-15 Copa do Brasil, which the CBF "is working on creating." The CBF believes that "more competitions and more exposure on TV will contribute to increasing the value of sponsorship contracts" (MAQUINADOESPORTE.com.br, 9/17).
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