In addition to the Brazilian market, the brand is present in some states, such as Mineiro and Carioca.
One of the main wholesalers in the Brazilian market, Assa doubled the brand’s participation in events linked to the world of sports. The company, which has been the title sponsor of the Brasileiro since 2018, is now also in regional competitions, such as the Mineiro and Carioca championships.
“Football is part of the national identity, bringing us closer to each other and connecting us. These are values directly linked to those of Assa, a brand that is also present throughout the country and made of the same fuel that drives the sport: people, lives and achievements”, said Marly Yamamoto, executive director of marketing and customer management at Assa Atacadista.
double sponsorship
In 2022, Assa doubled its participation in sports-oriented events, projects and sponsorship actions compared to the previous year. And in football, specifically, we started 2023 with good news: we announced the sponsorship, for the first time, of the state championships in Minas Gerais and Rio de Janeiro; support for the Pernambuco Championship; and the renewal of sponsorships for the Copa do Nordeste (for the 3rd consecutive year) and the Campeonato Paulista (women’s and men’s) – of which the brand has sponsored since 2014. In addition, we signed the name of the most important football tournament in the country, the Brasileiro Bake, how title sponsor. And, since 2019, we have sponsored the Taa das Favelas to encourage social promotion and the appreciation of citizenship. In order to continue advancing in this strategy, in November 2022, we launched the Craques da Economia campaign together with the biggest football tournament in the world, and we adopted the signature Atacadista Oficial do Nosso Futebol in communications focused on sport. With this, we strengthen Assa’s growing role in championships throughout Brazil.
Brazilian
The Brasileiro Assa is the main football championship in the country. The partnership started in 2018, as title sponsor. This strategy coincided with a moment of acceleration of the Company’s expansion, we started to open stores at a faster pace and reach new regions where until then we had no operations. In that sense, the awareness generated by the sponsorship of Brasileiro Assa was very positive, as it contributed so much to making the brand known in these places, as it helped to consolidate it in cities and states where it already had a presence. It is a partnership that keeps the Assa brand in evidence in all five regions of the country. In addition, over these years, we have had projects that went beyond the sponsorship of naming rights.
Among them, I highlight the Assa Player of the Month, in which the athletes chosen as references for each period receive an amount of food from Assa to donate to charitable institutions in their regions of origin. Since 2021, more than 50 tons of food have been donated through this project, which also reinforces Assa’s social concern and its role as a mobilization agent in society. In the same year, we launched the Assa D Jogo portal, a platform that brings together news and curiosities from the world of football and which aims to offer a complementary experience of coverage of the Brazilian Assa. The site features information, quizzes, curiosities about the championship, as well as online promotions that encourage customer participation, generating a crossmedia experience fully connected to our sponsorship strategies.
Football and brand building
Football is part of the national identity, bringing us closer to each other and connecting us. These are values directly linked to those of Assa, a brand that is also present throughout the country and is made from the same fuel that drives sport: people, lives and achievements. Therefore, the sponsorship of Brazilian football contributes to bringing us closer to our customers, showing how Assa is always close. Be it for the economy at the barbecue on the weekend, shopping for the month or to supply the trade, or with the appreciation of the Brazilian soccer championships and the incentive and promotion of the sport.
plans
Assa’s strategy of sponsoring Brazilian football has grown year after year and we will maintain the leading role of the growing brand in this regard. In 2022, we launched Instituto Assa, the Company’s social organization which, among its axes of action, has the promotion of sport as one of its pillars. In this sense, strengthening small institutions that promote sports activities is the driver of social actions, which also reinforces Assa’s social commitment agenda and the incentive and promotion of sports throughout Brazil.
