The debut was at the end of this week, against Cruzeiro, in Belo Horizonte. In this year's Paulistão, the club had a good campaign, advancing to the quarterfinals, until being eliminated by Corinthians.
The team's success did not come by chance, and the restructuring of management began with the renovation of the training center, budgeted at R$15 million, with improvements in infrastructure and new equipment, in addition to four excellent fields and accommodations.
The turning point, it is true, came with the sale of São Paulo striker Luiz Araújo to Lille, from France, since Mirassol had 30% of the economic rights and pocketed almost R$8 million from the deal, in 2018, the year the training center was inaugurated. One of the inspirations was the Palmeiras Football Academy, considered one of the most modern training centers in the world.
At the end of last year, when it was close to promotion, Mirassol acquired a flotation chamber and became the second in Latin America to have this equipment - Flamengo had also purchased one of the same model.
For its debut in the Brasileirão, the club announced investments of R$8 million (US$ 1.4m) in renovations to the José Maria de Campos Maia stadium, known as Maião, including the facades, the VIP area and press booths, as well as facial recognition technology at the entrances, replacing the fence with glass protection, renovating the bathrooms and improving the field lighting.
As if that weren't enough, the club saw its revenue increase with the arrival of new sponsorships, and one of the most important in this process was 7k, which back in December 2022 bet on Mirassol's growth potential.
Occupying the space just below the master stadium, 7k saw the team from the interior of São Paulo as having similar purposes to the company, with very clear growth prospects and potential for new actions, with strategic management focused on new business in the market.
"Our partnership with Mirassol began more than two years ago, and the club's rise on the national scene, reaching the elite for the first time in its history, proves our strategic market vision, believing in institutions with serious and transparent strategies that are in line with 7k's values," says José Victor Valadares, Executive Director of New Business at Ana Gaming, the brand that owns 7k and also Cassino and Vera.
"We are always willing to collaborate in some way with resources that help clubs boost their performance, on and off the field, and reach new audiences and contact networks, especially in the interior of São Paulo, which has an impressive strength in business."
During the access campaign for the Série A of the Brazilian Championship, last year, 7k supported the club throughout the year and focused on carrying out exclusive activations focused on the fan experience.
In the game that secured the promotion of Leão in the 2-0 victory against Chapecoense at Estádio Maião, the betting company carried out several actions, which included not only the promotion celebration, but also the club's 99th anniversary (which took place on November 16), and also the 100-game milestone of the partnership between the company and Mirassol.
Right at the entrance, an iconic 7k inflatable balloon gave a taste of how special the day would be and with different actions. There was also the distribution of gifts, personalized caps and official balls thrown to the fans.
Another unique experience provided was a penalty shootout during the half-time of the game, authorized by the CBF. This action awarded one fan R$7,000 (US$ 1,200) in bonuses on the 7k platform.
The initiatives generated fun and engagement for those present at the stadium, creating a new connection throughout the event, which went far beyond the 90 minutes of the Mirassol x Chapecoense game.
These actions demonstrate that 7k is an active and driving sponsor, reinforcing that it not only supports the club, but also innovates and strengthens strategic partnerships in Brazilian football, in addition to offering unforgettable experiences for fans.
"During Mirassol's promotion to Série A last year, we promoted some fan engagement actions, and for 2025, we intend to expand these activations, as we are talking about one of the main competitions in the world, and the visibility and exposure for the club and the brands are always very positive," adds Valadares.
Source: GMB
