The most recent case came from Internacional, which brought forward Enner Valencia, who has played in European football, with the help of a partner, the bookmaker EstrelaBet.
In the renewal of the contract between the club and the company, until December 2025, an amount was stipulated specifically for hiring new athletes, something that until then was not common practice, since the agreement only provided for a fixed monthly amount. The values were not revealed.
"It ends up becoming a great opportunity for everyone, in which the club and sponsor end up winning with it. Activations on social networks and actions are planned that will put the partners' image in evidence. The proposal is to make the return interesting for both parties," explains president Alessandro Barcellos.
Already at Grêmio, who will help with the salary costs of striker Luis Suárez is the betting platform Esportes da Sorte. The contract provides for an additional amount in August of each year, estimated at US$ 1 million.
Also in return, the company is entitled to some activations involving the player, for example, that the Uruguayan star wears caps with the house logo in certain situations.
"Assist the club in acquiring consecrated athletes helps to strengthen the feeling of partnership between the company and the football institution. We leave the sphere of mere sponsors to really become partners and benefactors within the club. This helps us to establish more and more a strong and emotional bond with the fans," says Darwin Filho, CEO of Esportes da Sorte.
"Our desire is to occupy a place of respect and consideration in the heart of each one of the fans of Grêmio," adds the executive.
Who corroborates the opinion is the specialist in sports management Renê Salviano, CEO of Heatmap, a company that also negotiates new business involving brands with clubs, companies and athletes.
"It is a sponsorship complement that is quite common in other countries and that brings even more visibility to brands. Despite the additional costs, they are contracts that generate a two-way street, as they bring new disclosure properties to companies in actions and activations," says Salviano.
Source: GMB
