Esportes da Sorte and Corinthians had been discussing the terms of the contract for almost 30 days and this Thursday (25), they signed the partnership so that the betting house would take over the master sponsorship of the ‘Timão’. The talks had been kept confidential for more than two weeks, when they reached the final stage of the discussions.
The delay in closing the contract was due to values ??and compliance rules and also involved the lack of intermediaries in the negotiation.
With the signing saga over, Club Corinthians officially informed this Thursday (25) that Esportes da Sorte is its new master sponsor. The announcement was made during halftime of the game against Grêmio, for the 19th round of the Brazilian Championship, at Neo Química Arena.
Throughout the first half of the match, Timão was on the pitch with the phrase “Fiel É” (Faithful Is) occupying the master space on the jersey. The announcement began on the stadium's big screen, with a message that caught the attention of the fans, followed by the reproduction of a film, also broadcast during the most expensive time slot on Brazilian TV, during Jornal Nacional, on TV Globo.
The exciting production highlighted the history of Corinthians since the club's creation and the importance of its fans. Then, amid fireworks and projections on the pitch, the Esportes da Sorte brand, in black and white, was displayed on the stadium's screens, which also featured a large banner with the words "It's much more than a team," referring to the "It's much more than betting," campaign, created by the company.
The athletes returned for the second half of the match with the Esportes da Sorte brand printed on their shirts, along with the words "Fiel É." Despite the announcement in the game on Thursday (25), the actions with the new partner have been taking place since Corinthians' last match, against Bahia, when the players entered with slogans of support printed on their jerseys, in allusion to the Esportes da Sorte slogan.
“It is with great pleasure that we begin this great partnership with Sport Club Corinthians Paulista, a unique institution with a huge fan base and a historic legacy. We came to wear the club's colors and we are certain that we will begin a new chapter in Brazilian football. The way we chose to announce this partnership shows how much we want to be close to the fans, with actions, experiences and everything that values ??the greatness of this club,” highlights the CEO of Grupo Esportes da Sorte, Darwin Henrique da Silva Filho.
“These were intense days of negotiations to ensure that the best was done for the club and for our new partner. We know how important it is to be together for these three years and we will work hard to make this the beginning of a long journey. The entire process was carried out with great respect and with great attention for always giving the best for our shirt and also for our new sponsor. I am very happy that it worked out,” highlights the club's president, Augusto Melo.
The contract with the club also includes brand exposure on the professional women's football, professional men's futsal, and professional men's basketball teams.
The partnership will last until the end of president Augusto Melo's term as head of Corinthians. Although the amounts have not been officially disclosed, they are estimated to be around R$300 million (US$ 53m).
Esportes da Sorte, honoring the slogan "It's much more than betting," is increasingly present in various segments. In football, it sponsors traditional Brazilian clubs. In the entertainment industry, the company has ties with major influencers, such as Carlinhos Maia, Léo Santana, Michel Teló, MC Daniel, Jojo Todynho, among others. In the concert and event market, the brand also has a strong presence in the main and largest projects in Brazil.
In Carnaval 2024, Esportes da Sorte renewed its sponsorship with Galo da Madrugada and also with Carnaval do Recife, and was present at these two major events for the second consecutive year. During the Carnival season, the company was present in the main squares of Brazil. In Rio de Janeiro, the highlight was its sponsorship of the Bloco Cordão da Bola Preta and the Samba Schools Salgueiro and Grande Rio. In Salvador, the Ivete Sangalo, Harmonia do Samba and Cláudia Leitte blocks also had the brand's presence.
Also in the entertainment sector, the company was present in the last two editions of Big Brother Brasil, in addition to having a strong partnership with CazéTV.
Source: GMB
