Last Thursday afternoon (22), Corinthians held ‘C2B: Corinthians to Business 2023’, an event dedicated to business, commercial partnerships and the club’s marketing and innovation projects. Hundreds of guests were at Neo Química Arena checking out casesopportunities and interacting in a networking exclusive. On the occasion, HubFIEL was also presented, an innovation ecosystem dedicated to strengthening entrepreneurship, focusing on the periphery.
“In addition to being a football club, Corinthians is a purpose and a passion that moves more than 35 million people around the world. C2B reinforced, for current and future partners, the power that is Corinthians and the power to generate business on several fronts: advertising, technology, events, licensing, media, and of course, sports. I am sure that everyone left Neo Química Arena impacted by the scope, efficiency and results of our projects”, says Duilio Monteiro Alves, president of Sport Club Corinthians Paulista.
C2B was presented and moderated by journalist Ivan Moré. The event began with a review of the current management, highlighting the revenue record and the balance of accounts, with the participation of Falconi, the largest Brazilian business management consultancy, hired in 2021 by Corinthians to assist in the transformation of the Club’s administration, optimizing its resources and improving its efficiency.
Virtuous circle
The financial aspect is related not only to the men’s professional team, but to the entire Club, including social and cultural projects, and other sports. Some were highlighted, such as futsal, skateboarding, surfing, swimming and, in particular, women’s football, which is an international reference both in terms of training athletes and titles won, and in business partnerships.
This performance is part of a virtuous circle: consistent projects that impact millions of fans and bring robust results to brands and investors.
In this context, it was also highlighted that Corinthians is the number 1 brand, among all sports in the world, in added value per fan in digital environments. Timão also has the shirt that generates the most value in media exposure in Brazil.
To manage this complex universe of opportunities, Corinthians assembled a team of professionals in planning, creation, customer service, innovation, social media, PR and multiplatform content production. The team has enormous capacity for producing and delivering 360⁰ campaigns and projects for brands, agencies, vehicles and clients in general.
Over the past 30 months, this team has worked with our partners to carry out various campaigns, licensing, activations and content. As examples, the announcement of striker Yuri Alberto was cited at the event, a signing announced in a branded content when he arrived at Corinthians aboard Suzuki’s new Jimny Sierra; and the first-hand display of trailer of ‘Black Adam’, blockbuster from Warner Bros. Pictures, on the screens during the pre-game, with a crowded Neo Química Arena, completely decorated with the theme of the film on the LED signs and with projections on the lawn. Both the cases relied on enormous digital capillarity, with videos, posts and repercussions on Corinthians and customer platforms.
The arena’s LED signs and other screens are operated in partnership with NEOOH, as well as other assets from out of homeincluding Parque São Jorge, whose circuit can be activated in a customized way or through programmatic media.
“The restructuring of our media assets, with new delivery intelligence and the pricing we implemented, made our offer even more efficient for advertisers”, says Sandor Romanelli, commercial superintendent of Corinthians.
Corinthians also presented the results of the Licensing department, whose revenue grew by more than 80% last year, compared to the pre-pandemic period, and today manages more than a thousand SKUs. In addition to clothing, accessories, back to school, footwear, editorial and other products from partners and recognized quality in the market, the Club has its own telephone operator, Fala Timão, with the best cost-benefit in prepaid plans in Brazil ; and Posto Corinthians, which, in addition to selling fuel and offering automotive services and a thematic convenience store, has a grandstand equipped with a big screen to watch games.
“Our philosophy is to bring all licensees into this Corinthians universe, generating engagement with the fans and bringing the brand even closer to their daily lives, through the diversity of products and services in our portfolio”, explains Roberta Omodei Barreto, Customer Service and Corinthians Licensing.
Squadarena e HubFIEL
To boost these actions even more, the club disclosed on C2B its Squad of Influencers: internet creators and celebrities with millions of followers who can further boost the client’s campaign in projects integrated with Corinthians.
“This strategy includes the athletes themselves and Neo Química Arena in several ways. Casa do Povo also has opportunities, such as premium for networkingevents for days with and without a game, experiences with fans and projects integrated with our application, the Universo SCCP”, reports Gilberto Corazza, superintendent of New Business Development and commercial manager of Neo Química Arena.
When mentioning the digital platform of Corinthians, Corazza highlights the deep knowledge about the fans and the multiple possibilities to activate different clusters at different points in the consumer journey.
The arena also becomes the focal point of HubFIEL, Corinthians’ new entrepreneurship and innovation ecosystem. Operating at Coworking Fiel, inaugurated on June 14th, the project will integrate different business verticals dedicated to collaborating in the development of entrepreneurs, self-employed and startups.
HubFIEL’s central objective is to attract major brands to accelerate impact ventures in the East Zone of São Paulo and in all other “eastern zones” of Brazil through training, mentoring and market connections.
“We want to give back to the community and the fans all that she gave the best to Corinthians, which is her love and dedication. Collaborating in generating income for families on the periphery is, after all, helping to develop a fairer society”, says Duilio.
To mark the inauguration of HubFIEL, Cassio Ramos, goalkeeper and Corinthians idol, presented himself as the project’s ambassador. Its first mission will be to make Espaço TEA a model to be reproduced in the largest possible number of stadiums in Brazil. The environment of the Corinthians arena is pioneering, with a capacity for 160 people and structured together with specialists to offer the best game experience to autistic people and their families.
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