A Bauducco, one of the most valuable and consumed brands in Brazil, continues to expand in the international market and celebrates this moment by announcing the sponsorship of tennis player Beatriz Haddad Maia, better known as Bia Haddad. Throughout 2024, the athlete, who is currently ranked 11th in the ranking ean 1 in the country, participate in advertising campaigns and brand events.
The partnership is part of Bauducco’s evolution strategy, which presents a new globally aligned identity and brings more contemporary communication to expand the brand’s relationship with consumers across multiple points of contact. Furthermore, through its “A feeling called Family” positioning, the brand will celebrate Bia’s connection with her loved ones.
The young woman is part of a third generation of tennis players: her mother and aunt are tennis teachers for children, and like Bia, they are the result of the legacy built by her grandmother who, at 90 years old, remains active and plays weekly. Her grandfather has also always been a great supporter of her career and makes a point of following his granddaughter’s routine when she is in Brazil.
“I am very happy to be part of the Bauducco family in 2024. It is a partnership well aligned with my values and my history, for rescuing affectionate memories alongside the people I love. It’s very special to be able to take a Brazilian brand with me, around the world”, comments the tennis player.
The same prominent movement of the brand in the international market is also shown by the athlete, who gains visibility in other countries with her performance. In 2023, Bia Haddad reached the semifinals of the prestigious Roland Garros championship, making Brazilian tennis history, a feat that had not happened since Gustavo Kuerten’s third title, Guga, in 2001. Bia became the first Brazilian to reach the Top 10 in the ranking of the Women’s Tennis Association (WTA), and currently occupies 11th place. After a year full of achievements, the athlete was named Woman of the Year by GQ magazine.
“We are very excited to sponsor tennis player Bia Haddad. Bia represents values that we share, such as family, the passion for what we do and traditions that pass from generation to generation. It was a mutual choice, since Bauducco has always been present in the athlete’s personal history, as well as in the daily lives of so many families. And this union happens at a very special moment, in which it stands out in the ranking worldwide, in an Olympic year, just as Bauducco has been growing and consolidating itself as a lovebrand global”, says Andr Britto, CMO at Bauducco.
Internationalization of Bauducco
Bauducco is one of the food companies with the greatest legacy in Brazil and exports to more than 50 countries. Each year, the brand reaches around 45 million Brazilian homes, in addition to being a strong company in the United States, where it opened a factory in Miami (FL) in 2018. It is also present in several countries in Latin America.
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