A sponsorship with high ROI: Flamengo & BRB showcase

Today the newsletter is dedicate to a sports marketing showcase from the Brazilian football. The partnership between the BRB bank and Flamengo.

Although the Brazilian football market is gigantic, with more than 160 million fans, it is rare showcases between clubs and their sponsors.

In general, the sponsorships are focused on pure visibility, without looking at the new business generation and revenues.

Here you can see how this model has delayed the Brazilian market, a global media giant, but weak in sponsorship of teams.

BRB – Flamengo sponsorship

Flamengo in June 2020 presented a new master sponsorship, with Banco BRB, based on the city of Brasilia, but with national marketing objectives.

The contract provides for an annual payment of US$ 7 million to the club, plus additional earnings for performance.

Flamengo, the largest club in the Americas with 40 million fans and US$ 230 million revenues in 2022, ended last financial exercise with US$ 46 million in commercial revenue, including sponsorships and licensing.

BRB showcase

The bank, unlike other brands, decided to activate the relationship with the club, creating a specific product for the fanbase.

The financial institution that had 680 K clients in 2018, after the sponsorship grew absurdly.

In 2021 it already had 3.7 million clients and ended 2022 with 6.8 million.

BRB clients - In million

The service created was a fee-free digital account called “Na??oBRBFLa” and reached 3.2 million new digital clients for the bank. Simply more than half of BRB's active clients are the club's fans.

They also created a specific card for female fans, a resounding success!

Accelerated growth was due to the digital accounts created.

Revenues jumped more than 60% in 2022 from 2021. ?Revenues were US$ 667 million and jumped to US$ 1.1 billion. This was only achieved thanks to sponsorship.

Clients digital accounts - Na??oBRBFla- In million

It is currently estimated that these 3.2 million clients/fans in digital accounts are valued at US$ ?1.7 billion to the bank.

A true sports marketing case, direct from Brazil.