The agreement aims to strengthen the brand’s positioning as an action brand
Ford is the new sponsor of NFL games broadcast in Brazil on Disney Group channels, including ESPN, Fox and streaming.
The agreement aims to strengthen Ford’s positioning as an action brand, aligned with the Ready For More concept, whose media strategy was developed by VMLY&R.
“We increasingly want to be recognized as a brand of attitude, which energizes and makes things happen. This positioning fits very well with action sports, such as the NFL, sharing common values such as overcoming and conquest with the Brazilian public who are also fans of the sport” , says Marcel Bueno, Ford Marketing Director.
The sponsorship will expand the reach of Ford’s launch campaigns, which this year include the Maverick Hybrid, F-150, new generation Ranger and Ranger Raptor pickup trucks, the Territory SUV and the Mustang Mach-E electric sports car, among other vehicles.
The brand already sponsors the broadcast of the NBA and international football on the group’s channels and now, with the expansion of this partnership, it reinforces its connection with the Brazilian public who are fans of international sports.
