IBOPE Repucom publishes the 2022 edition of the study that aims to map the uniform sponsors of the clubs present in the Brazilian Serie A, organizing them by property (place of application of the brand) and respective market segment, allowing a broad and detailed view of the sponsorship market in the shirts of the national football elite.
From the beginning of the 2022 season until the end of the Brazilian Championship, the 20 Serie A clubs stamped 159 different sponsors on their uniforms, 8% less compared to 2021 (172), an average of 8 sponsor brands per club.
Two main reasons explain the decrease in the volume of sponsoring brands last season: the move to Série B by two of the five teams with the highest volume of sponsors in 2021 (Chapecoense and Sport) and, mainly, the 58% decrease in the volume of one-off sponsorships in 2022 (20 compared to 48 in the previous season).
The permanence rate remained above 50%, that is, five out of ten brands that sponsored a club in 2021, whether in regular sponsorship, one-off or sporting goods suppliers, remained sponsors in 2022.
The Sportsbook segment increased its sponsorship presence last season by 45%, expanding from 11 contracts in 2021 to 16 in 2022.
The sector also led in volume of brands and master sponsorship contracts in Serie A, with 11 sponsorships from 7 different brands in the most noble property of the uniform.
Since 2019, with the authorization to operate in the country, the Sports Betting sites have doubled the volume of different brands present in the uniforms of the teams participating in the Brasileirão.
On the other hand, the “Real Estate, Construction and Finishing” sector went from 30 brands in 2021 to 18 last year, although it remains in the lead as the largest sector in terms of volume of brands, followed by the “Financial Sector”, with 18 different brands sponsoring our football in 2022.
Survey released annually by IBOPE Repucom with the aim of monitoring the development and movements of the shirt sponsorship sector of the 20 teams present in the current edition of Series A of the Brazilian Football Championship. Insper Sport Business supports this project.
Source: Map of Football Sponsorship in Brazil in 2022
