Footvolley is conquering more and more space among the Brazilian public. Have you noticed this new trend? A recent survey, carried out by Ibope Repucom in partnership with World Footvolley, points out that almost 50 million Brazilians, between men and women, aged 18 to 39, are interested in the sport, which had its popularity consolidated during the pandemic.
This represents more than 23% of the total population of the country, and the trend is that the numbers continue to increase. If before this was a sport practiced mostly in cities with beaches, the scenario has changed: it is estimated that more than 500,000 footvolley fans are spread across the country.
With the success of the modality, and the growth of more than 250% in the number of practitioners, new championships have emerged to meet the demand and are drawing the attention of major brands, who see in tournaments an opportunity to expand the reach of their products and services. .
Currently, several companies invest in sponsorship of footvolley championships with the aim of reaching potential consumers, talking to fans of the sports segment and strengthening the brand image.
An example of this is the LSK Cup, a footvolley championship organized by young entrepreneur Alessandro Lasak. Created with the aim of promoting and democratizing the sport, the tournament had 80 participants and eight supporters in its first edition, held in November 2022.
Already in its 3rd edition, held on the 12th, 13th and 14th of May of this year, the competition presented expressive numbers: it brought together more than 1,500 people at the Arena Baba-Hanna, in the south zone of São Paulo, with 216 participants and about 3 millions of people impacted by social networks, television broadcasting and the official channel of the tournament, on Youtube.
And this was also reflected in the number of sponsors. In all, 18 brands were part of the edition, a growth of 125% in less than six months. Among the supporters were Centauro, Mikasa, BMW Motorrad, Toyota Grand Brasil, Athletica Nutrition, Mr.Jack Bet, Omega Engenharia, the Ibis hotel chain and the Herbarium pharmaceutical company, through its Traumeel and Simpli-D products.
In addition to having their logos displayed in the visual communications of the tournament and on closed TV, the brands carried out several activations during the 72 hours of the event, such as distribution of products and experiences, exclusive discount coupons, exclusive spaces for demonstrating services and content for networks social.
Alessandro Lasak, creator of the project, points out that the popularity of footvolley is a decisive factor for the movement of this market and the significant increase in the number of sponsors.
“The advertising market is valuing a sport that, until recently, was seen as a Hobbie, and seeing the consumption potential of footvolley and how beach sports manage to connect brands with consumers. And this happens in the segment as a whole, not just in LSK. We see big companies sponsoring Arena Verão+, the National Footvolley Open and many other sporting events”, emphasizes Lasak.
For the entrepreneur, what makes a championship increasingly interesting in the eyes of investors is not just the structure and numbers of reach, but how the public will be impacted.
“The image is important, of course, but the experience as a whole is essential for the partnership to work. Often, just stamping a logo is not enough to reach potential consumers, so it is important to understand the needs and goals of the partner to offer a unique, fully personalized opportunity to create a connection with that audience”, comments Lasak.
With that, the results are more assertive, the partnerships become lasting and the market remains heated.
“In the end, everyone wins: the sponsors, the championships, the athletes, the spectators and the sport as a whole, which becomes even more attractive for investors”, he concludes.
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