With games scheduled only in the second half of this year, the 2022 World Cup Qualifiers have already guaranteed high value for Globo in the advertising market. Four main sponsorship quotas have already been sold for R$ 92.9 million (US$16.35m). Globo still tries to sell two more. In addition, it seeks new advertisers to help pay the bill for Brazilian games abroad, duels that have not yet been purchased.
The column found that four companies bought quotas for the " Qualifying Package", sold separately to advertisers in relation to Brazil’s football on open and pay TVs. Three brands are already partners in club broadcasts: Casas Bahia, Vivo and Itaú. The other quota was sold to international bookmaker Betfair.net, the official sponsor of the Brazilian national team.
It was the first time that a betting company paid to advertise on Globo. With these four quotas sold, the broadcaster in Rio has already managed to raise R$ 371.6 million (US$65.4m) from partners. But two other quotas are still on the market, which could increase sales to R$ 557 million (US$98m).
Betfair has already invested in South American football. The recognized brand is official sponsor of the CONBEMOL Libertadores and the Copa Sudamericana. In Brazil, Betfair.net had presence with advertising displays on the pitch of matches in Serie A and Serie B of last Brasilian Championship (Brasileirao). The company also has popular ambassadors such as Brazilian players Rivaldo, Alex 10 and Portuguese Deco.
As each of South American countries treats the sports betting topic in a different way, Betfair preferred to be prudent and used the Betfair.net brand in games. That's because Betfair.net cannot be considered a betting site and simply describes in both Portuguese and Spanish what the two tournaments are. In Brazil sports betting is legal but the market is still not regulated, that’s why Betfair prefers not to link its name to a betting site.
Even with the high value obtained, it is worth mentioning that Brazil's abroad games are purchased in dollars. Part of this amount covers production costs and is used in other Globo Sport plans. This helps to explain why the broadcaster went to the advertising market in search of new partners for Brazilian team matches.
Earlier this month, the column revealed that Globo launched an additional package called "Football: Passion from North to South". Within it there is the module "Paixão Verde e Amarela" (Green and Yellow Passion) whose objective is to find companies that normally do not advertise in football to join Globo in the national team games.
The broadcaster promises to air 14 matches of Brazil. The report found that the idea is to show seven Brazilian games at home and seven away in the competition. This year's Copa America, it is worth remembering, was not bought by Globo. The commercial forecast is until March 2022, when the Qualifiers for Qatar World Cup, which will be held at the end of the year, end.
The two shares sold to Grande São Paulo are offered for R$ 4.2 million (US$740k) in total. The package is available in 13 metropolitan regions, which will increase the amount collected. Last week, Globo admitted that it is negotiating the purchase of the national team's games away from home but says that it has not yet reached an agreement.
“Globo has, so far, seven games for the Brazilian national team in the qualifiers played at home and the derby against Argentina in Buenos Aires. We are negotiating for the other matches, but we have not yet reached an agreement. In any case, we are convinced that we will meet our commitments in the best possible way for our business partners," said the network.
Source: GMB / UOL Esporte
