The women’s team Botafogo debuted in the Brazilian Championship in a game against Ferroviria, and with an essential reinforcement. The brand Centera Haleon product and the world’s number 1 multivitamin, is the new sponsor of the Gloriosas and will feature on the sleeves of the game uniform until the end of the 2024 season. The initiative, launched in women’s month, aims to promote gender equity in football by generating more investment in women’s sport, in addition to encouraging sports practice, something fundamental for physical and mental health.
According to a report released by Movimento Vida, a program of the United Nations for Development (PNDU), the practice of physical exercise by women in the country is 40% lower than men, an indication that there is still a lot of gender inequality in the sports scene.
“Research shows that girls abandon sports twice as often as boys, the main reason being low confidence in their bodies. Furthermore, many women still prefer individual physical activities and claim to feel ashamed and afraid of exercising in public. With the sponsorship of s Gloriosas, we have the ambition to promote social changes that bring greater gender equity and quality of life, making the benefits provided by sport accessible to everyone”, says Flávia Mello, marketing lead Oral Health and Vitamins at Haleon .
Centrum’s partnership with the Botafogo women’s team also foresees a series of initiatives dedicated to combating discrimination and encouraging the inclusion of women in sport.
“The athletes will be protagonists of the brand’s actions and content, which celebrate female talent and encourage sports practice, with the aim of combating prejudice and encouraging a healthier life, putting into practice Haleon’s global commitment, which is to deliver the best daily health with humanity”, comments Rafael Jones, Media Director at Haleon.
This will not be the first time that Centrum has sponsored the Botafogo women’s team. In 2021, the brand recorded a historic feat by being the first to simultaneously sponsor the men’s and women’s black and white teams, which will happen again this year.
The current contract provides for the exposure of Centrum on the sleeves of the women’s professional team’s game shirts, as well as on travel and training shirts. The brand will also appear on the backdrop interviews, on Gloriosas’ social networks and on Botafogo TV.
“It’s great to know that we can count on a giant brand like Centrum in our women’s football. This partnership is fundamental for us to increasingly value the work done in the sport, with a good investment and for the brand’s greatness in the field of health and well-being, which is one of the factors that count most for the performance of our athletes. I am sure that Centrum will be our great partner in this new moment”, stated Paula Young, head of Commercial Ativaes at Botafogo.
Centrum’s sponsorship of the Botafogo women’s team is a project developed by the agency It’s greatspecialized in cause marketing campaigns in sport.
“Women’s football is a powerful social communication platform, which conveys brands’ values and purposes to consumers. Within the partnership with Botafogo, Centrum was a pioneer in developing a sponsorship model with a cause, with actions that supported essential struggles in our society, such as combating gender and racial inequality”, says Ricardo Levy, president and founder of Owly .
Haleon, the world leader in health consumption and owner of the brands Advil, ENO, Corega, Sensodyne and Centrum, is increasing its actions in women’s sport, with sponsorships for teams and athletes. Currently, Sensodyne, another brand in the portfolio, sponsors Sereias da Vila, a women’s football team from Santos Futebol Clube. The brand is also a partner of striker Debinha, player of the Brazilian Women’s Football Team.
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