One in three Brazilians watched Paulistão Sicredi 2023. More than 70 million people were reached in the more than 100 games broadcast by the Paulista Football Federation in the most diverse media. The main championship of the first semester was also the most democratic, since the fans had the option to watch the competition in different ways and languages.
Record TV, which for the first time showed the competition for the whole country, reached the leadership on Open TV in all the games of the final phase and, in the big decision between Palmeiras x Água Santa, reached 12 points of average national audience according to the IBOPE, surpassing even the final of the Campeonato Carioca, with the classic between Flamengo x Fluminense, which was broadcast by Band, for all of Brazil as well, and had an average of 10 points.
Clubs celebrated too: gross box office revenue increased by 40%. The audience at the stadium also increased by more than 30% compared to last year, with an average of over 13,000 spectators per match, the highest in the last 21 years. There were more than 1.3 million fans present. And the president of the São Paulo Football Federation, Reinaldo Carneiro Bastos, announced more than R$ 300 million in revenue for clubs, considering box office, transmission rights and sponsors.
In addition to Record TV, broadcasts on YouTube also reached significant milestones. There were more than 27 million unique viewers watching the games and contents of the Paulistão channel on the platform and the important record of more than 150 million views in the competition.
Innovation DNA
Paulistão 2023 innovations attracted 14 sponsors to the competition. They had the opportunity to be, for example, in the first broadcast of a game in Brazil with double LED in the semifinal that secured Palmeiras in the decision. Sicredi sponsored the final show, with the presence of Seu Jorge, an attraction that no championship had this year.
In this edition, the highlight of Paulistão Sicredi was the debut of the “bodycam”. The camera, which can be attached to people’s bodies, captured never-before-seen angles in important moments of a football broadcast. The feeling was that the fan was on the field, living that moment.
In the grand final, the bodycam was placed on the chest of one of the members of the Technical Commission of Palmeiras, during the warm-up with the ball. Afterwards, she was with the referee of the match, during the ceremonial of entry and greeting of the athletes. While the game was going on, the camera went to the fans and, those who couldn’t be at Allianz, felt a taste of celebrating goals among the Palmeiras fans. At the awards, the bodycam was on Mauro Silva, Vice-President of the Paulista Federation, one of those who had the noble function of putting the medals around the neck of the players.
In addition to innovation, the bodycam brought opportunity. As the Paulista Federation, in partnership with LiveMode, is responsible for the centralized and unique sign of the games for all holders, the images are the same for all. Thus, Claro saw the chance to sponsor the bodycam images in two places: the brand was present with the same action both in Paulistão broadcasts on YouTube, and in Paulistão on Record.
This distribution model will be replicated in Paulistão Feminino, which will begin in May. The continent’s most victorious teams in the sport’s most important competition, and in the year when conversations are focused on Women’s Football, seem to be the best opportunity for brands and partners to create connection and conversations with the sport.
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