Using data from Football24, the survey found that the return on brand exposure on the team’s uniform was more than BRL 1 billion
The Sport Club Corinthians Paulista uniform was responsible for the highest average return for the sponsoring brands in 2022. This is what the study by IBOPE Repucom shows, with data from Football24.
The research took into account the exposure of sponsors that stamped the uniform during televised games, both live and on VT, between the months of January and November, in all competitions in the period.
In total, the study pointed out that the Corinthians uniform was responsible for a return on exposure equivalent to R$ 1.475 billion in average value. The club that appears in second position had exposure equivalent to BRL 1.142 billion and the third to BRL 1.024 billion. The brands displayed on the club’s uniform appeared on TV screens 55,298 times, with a total duration of 71 hours and 15 minutes.
In addition, Corinthians also leads the ranking related to the Average Value IQ, which evaluates the quality of all brand exposures. In terms of Average IQ Value, brand exposure on the São Paulo team’s uniform was equivalent to more than BRL 381 million. The club that is second on the list generated the equivalent of BRL 353 million in exposure, and the third BRL 330 million.
We are very happy to, once again, lead all of Brazilian football in delivering average value to our sponsors. One of the main focuses of the Duilio management is exactly maximizing the return on investment for our sponsors, said Jos Colagrossi, Marketing, Communication and Innovation superintendent.
