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SBD Global/January 18, 2013/Marketing and Sponsorship

Flamengo Agrees To Title Sponsorship With French Auto Maker Peugeot

Brasileiro club Flamengo has agreed to a R$10M ($4.9M) title sponsorship deal with French auto manufacturer Peugeot, according to Júnior and Souza of GLOBO ESPORTE. The deal is for the next three years and "could be worth as much as" R$15M ($7.4M) annually with incentives (GLOBO ESPORTE, 1/17). UOL's Pedro Ivo Almeida reported Flamengo's new leadership plans to "innovate and have three brands on the main space of the jersey," rotating them every four months in an effort to raise R$45M ($22.1M) in sponsorships a year. Now that the club has agreed to the deal with Peugeot, it is negotiating with fuel company Ale, "which is interested in exposing its brand on Flamengo's jersey" (UOL, 1/17). LANCENET wrote Flamengo's new leadership was able to accomplish in 15 days what previous management "was not able to accomplish in both '11 and '12: announcing a season long sponsorship deal" (LANCENET, 1/17).
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