On the eve of the ball rolling for the start of the 2023 Women’s World Cup, which will be held from July 20th to August 20th, in Australia and New Zealand, YouTube announced that it has sold all commercial spaces available on CazéTV, which will broadcast all the tournament games.
Together, the platform and the channel got more marks for the Women’s World Cup than Globo and Sportv. The streaming of the competition for Brazil will feature 20 advertisers in total. In the traditional media (open and cable TV) there will be 11. In addition, the brands are giving incentives to the athletes.
Among the brands that closed with YouTube for the 2023 Women’s World Cup are Ambev, Cielo, Claro, Itaú and Visa. CazéTV has its own advertisers for the Women’s World Cup, closed by LiveMode, surpassing the entire Grupo Globo in numbers of advertisers. The partners are: Aposta Ganha, Clear, Coca-Cola, Esportes da Sorte, EstrelaBet, Eurofarma, iFood, Itaú, Latam, Mastercard, Mercado Livre, McDonald’s, Netflix, Sensodyne, Rexona and Valda.
“One of CazéTV’s great differentials is the language, which is light, fun and innovative. This is what most attracts the audience and brands. It is very characteristic of Casimiro and we leave the casting feel free to do as they see fit. The way the message is passed on to the consumer is fundamental for brands. They can no longer be concerned only with the size of visibility, but they must also know how to talk to their audience. The format in which the message will reach the consumer is one of the advantages of digital and, specifically, a great differential for CazéTV”, said Andrea Contino, LiveMode Business Manager, in an interview with MKTEsportivo.
According to information from Estadão, the maximum amount to be paid by sponsors of Globo’s transmission in the Women’s World Cup will be R$ 1.5 million. The prices of YouTube quotas on Cazé TV were not disclosed.
Grupo Globo plans to broadcast seven matches live on open TV and 34 on closed TV. In addition, the company must bring content throughout its programming and also in the coverage made by the GE website.
Of the sponsors who purchase YouTube quotas, only Cielo is not among the advertisers for Grupo Globo broadcasts for the Women’s World Cup. On open TV, the station closed with Banco Bmg, Betnacional, Claro, Guaraná Antarctica (Ambev), GWM (Great Wall Motors), Magalu, OMO, PagBet, Renoxa and Visa.
Of Globo’s ten sponsors on free-to-air TV, only Bmg and Visa have not sponsored the Sportv channels on pay-TV. In this case, they are “replaced” by Itaú, which is also a YouTube partner.
Several of these brands that acquired quotas on the different platforms are partners of the Brazilian women’s team or the Cup itself. Visa, for example, is a FIFA sponsor of women’s football. Rexona sponsors the Women’s World Cup, while EstrelaBet and Claro support the competition. Ambev, through its Guaraná Antarctica soft drink brand, and Itaú sponsor the Brazilian men’s and women’s teams.
The YouTube packages for the Women’s World Cup will ensure brand placement on Cazé TV and also on Cortes do Casimito and Cortes do Luisinho. On Fernanda Gentil’s channel, Cielo, Claro, Itaú and Visa will be entitled to dedicated videos in content that may contain brand mention, vignettes and other formats, according to each campaign.
For the Women’s World Cup, CazéTV will have two studios, one in Rio de Janeiro and another in São Paulo, in addition to professionals who will be in Australia and New Zealand. The channel promises more than 250 hours of content, with special guests, exclusive interviews, review programs, pitch reports, exclusive access, among other initiatives.
The first game broadcast on the CazéTV channel will be on July 20, at 4 am, between New Zealand and Norway.
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