The reformulation of ‘Cariocão’ (Rio de Janeiro state’s football tournament) and its transformation into a communication platform with national reach is the challenge proposed by Sportsview, founded by Marcelo de Campos Pinto (former executive director of sports business at Grupo Globo), Fernando Ferreira (founder of Grupo Pluri) and Raul Costa Jr. (former executive director of events at RBS and Rede Globo).
Today, the ‘Cariocão’ can be heard on the radio and watched on TV, pay-per-view, via the internet and on cell phones. The broadcast on betting websites and applications is unprecedented in Brazil and will be linked to the best market practices. According to Marcelo de Campos Pinto, there is a process of integrity behind the new model that guarantees the smoothness of the bets.
“With the seal of integrity, provided by Sportradar, Cariocão delivers content with the same standard of comfort to the investor as the European championships,” explains Marcelo Campos Pinto.
The company responsible for the integrity process is Sportradar, which has a global presence in the fraud detection market. "It is sophisticated monitoring, using artificial intelligence at the intersection of a series of data to analyze suspicious movements related to betting," he says.
The founder of SportsView also says that the model follows a market trend, since the system is already consolidated in Europe, USA, and Asia. “It is just starting here. The action is part of the strategy of repositioning the Carioca Championship at the forefront among competitions in Brazil,” he adds.
The company signed a two-year contract with the Rio de Janeiro State Football Federation (Ferj) to reshape the Carioca Championship. The focus of the activity is the negotiation of broadcasting rights, media distribution strategy, creation and production of digital content and solutions for the engagement of fans.
For Marcelo Campos Pinto, “one cannot ignore the entry into the football market of large streaming companies with Amazon and the complementary reach to the broadcast TV on Facebook and YouTube. This year, fans can watch Cariocão on open TV, payed-TV, on the Internet, on smartphones, tablets, computers, that is, wherever they are. The more present the competition is for the fans, the greater its commercial value.”
As for quality, Marcelo Campos Pinto guarantees that the consumer does not have to worry. Through digital platforms, the Internet user can watch the games with the same narration offered by pay-per-view.
"The platforms receive the same broadcast signal as Cariocão's pay-per-view, which is produced by Sportsview and distributed to our partners in open TV, closed TV, mobile telephony and streaming," he explains. Thus, he continues, "we guarantee the quality and standardization of the final product that reaches the consumer, whether he is a fan in Brazil or a bettor in England."
According to Marcelo Campos Pinto, the betting market for football championships is a growing segment in Brazil, which became lawful in 2018. “There are issues related to legislation that are being discussed in Congress. Depending on the final text, this market will have a dizzying growth in the coming years,” he evaluates.
Source: GMB / Jornal Diario do Aço
