A sponsorship of only one football club today has "become rare" in Brasileiro football -- smaller logos on several clubs' jerseys is "a rule that is becoming more and more common," according to Duda Lopes of MAQUINA DO ESPORTE. For example, the taxi app 99Taxis sponsors five Brasileiro sides, which "follows the tendencies few use in the rest of the world, but has become a trend in Brazil." However, the "movement is not a new one." Coca-Cola in the '80s and Fiat in the '00s are "examples of the practice in the last couple of decades." Telecom TIM, though, "was the first to start the movement" when it closed a sponsorship contract with Corinthians in '10. Afterward, with a "strategy focused on exposure on the uniform number," it arranged the same type of deal with a series of clubs, currently totaling eight. TIM Advertising & Brand Dir Lívia Marquez said that the move explained the telecom's "reach to 100,000 fans." Marquez: "We entered the football world not only focused on brand exposure, but to also close in on football fans before, during and after matches. That's why it didn't make sense to close [deals] with only one partner, reaching to only one fan base" (MAQUINA DO ESPORTE, 6/9).
