GMB – What were your goals in participating in ICE London?
Fernando Paz – It is our first participation in ICE and I think it is a very impressive fair with all the big players here. We, at DL7, want to get closer to those who want to enter the Brazilian and South American market.
Our objective is to help them with their investments, guiding them on how they can best enter this market and which is the best way to connect with clubs and tournaments. We have been doing some consultations and activations, and at the fair it has been an incredible exchange.
That is, DL7 is not just a company focused on sports marketing, but a complete consultancy to its customers…
Exactly. We make all the connections with our properties to which we have rights, but as we are a full service agency as a commercial arm of Klefer, we are able to work in all spheres. If a company wants to enter Brazil through digital activation, we can help. If you want to go for street activation, too. And if you want to participate in a club, tournament or look for an ambassador, we will help in the best way.
Also from a legal and juridical point of view?
In this area, we have partners who can help, but this is not our core. We were able to indicate the best partner for our customers.
Do you return to Brazil with good contacts made?
For sure. Both ICE and iGB. We returned with a full suitcase.
How is the affiliation theme for you?
We haven't entered yet, but we are studying and trying to understand more and more. We have a base of influencers and now we have to migrate to affiliation. Who knows, maybe we will get much more involved in this segment, which is very interesting.
So will there be much news coming from DL7?
For sure. We are increasingly entering this market.
The betting market gained momentum because of sport or sport is gaining momentum because of sports betting. Which came first, the chicken or the egg? Who drove the growth of the current moment of the global gaming market?
We had some “booms” in the sponsorship market in Brazil. We had telephony, automobiles and construction materials. Now, it's from the sports betting market. It is very interesting as an investment and we have taken care not to become dependent only on the betting market.
We show our partners that we understand the business, as we have been in the market for 40 years. You just can't say which came first, the chicken or the egg.
Anyway, both the betting industry and the sport are going hand in hand!
Of course. And not only football, which is the flagship, but there is volleyball, car racing, basketball and other sports. You can't be limited to football. There are numerous possibilities to be worked on.
Source: Exclusive GMB
