Singer Madonna’s show on Copacabana Beach, in Rio, brought together 1.6 million people and was considered the ‘sponsorship case of the century’
O propmark In this special edition commemorating the newspaper’s 59th anniversary, it presents a comprehensive analysis of the sponsorship market, which is growing and increasingly established as a powerful communication strategy used by brands to get closer to their audiences in a moment of relaxation. Singer Madonna’s show at Copacabana Beach on May 4th, in Rio de Janeiro, made possible thanks to official sponsors Itaú and Heineken, brought together no less than 1.6 million people, raised around R$300 million for Rio’s economy and became part of Brazilians’ conversation for several days.
As Fernando Figueiredo said, what Itaú did with Madonna will be remembered as the sponsorship case of the century. “To make the concept ‘Made for the future’ tangible, it brought celebrities that transcend eras to its campaign, crowning the strategy with Madonna. In parallel to this, social media was begging for the diva to perform in a show in Brazil, preferably in Rio. Taking advantage of the conversation, Itaú turned the dream into reality, created speculation and acted with unique ownership. It not only sponsored the show, but made it possible. And, instead of interfering with his brand in the show, he created the perfect storyselling, helping the public with the logistics, the show, and the consumption of the event. The brand appeared subtly on the catwalk that connected Copa to the stage. An elegant and direct way of saying: Itaú is the bridge between Madonna and you”, pointed out the CEO & founder of Bullet, in his article written especially for this edition.
Sergio Gordilho, partner, co-president and CCO of Africa Creative, Itaú’s advertising agency and creator of the ‘Made for the Future’ campaign that celebrates the bank’s centenary and features Madonna, simplifies the equation: “sponsorship is a relationship”, he declares he. Also in an exclusive article, Gordilho makes a correlation between advertising and sponsorship. For the creative, sponsorship cultivates longer-lasting relationships, while advertising is more immediate. “Advertising exists at the moment it is being broadcast, sponsorship lasts for years. Sponsorship offers a two-way street, where the brand and the public interact with unique experiences and emotional bonds that advertising is unlikely to achieve.”
And as expected, the publicist also mentioned Madonna’s show. “I can cite as an example the experience provided by Madonna’s show for her fans. This type of event goes beyond simply transmitting an advertising message, it is a unique experience. No publicity, no matter how extraordinary, will come close to the meaning and emotional appeal that the show brought to fans. Furthermore, sponsorship is not just limited to the event itself, but also the activation: the brand goes hand in hand with the experience to create a meaningful and lasting impact on the target audience,” she said.
It may seem strange to see two agency leaders from completely different backgrounds – one from live marketing and the other from advertising – defending sponsorship as a powerful communication tool, however, it is increasingly common for the barriers that separate marketing to be deconstructed and strategies such as sponsorship emerge as an integral solution for brands’ 360º projects, regardless of the discipline where the idea arises.
The segment supports a wide variety of corporate, sporting, cultural and social events. In Brazil, as well as around the world, people’s demands are increasing and brands tend to look for sponsorship strategies that connect in a meaningful way with their target audience.
The Associação Patrocínio Brasil (APBR) informs that the gradual return of in-person events was essential for the increase in the volume of sponsorships in the last year. With the lifting of restrictions related to the Covid-19 pandemic, many events that had been postponed or canceled were finally able to take place, creating pent-up demand for sponsorship opportunities.
Read the full article in the May 20, 2024 edition
