For decades, big brands have entered into sports sponsorships to connect with fans and practitioners. With the arrival of the internet, influence became one of the pillars of investment for approaching the public and generating business. The return is enormous, as is the complexity of managing several partners, since the sports market in Brazil is quite fragmented.
With this in mind, Grupo SBF, the largest sports platform in Brazil, which brings together retailer Centauro, Fisia (exclusive distributor of Nike in the country) and SBF Ventures (NWB, FitDance, X3M, Onefan and Studio 78), developed an unprecedented solution which amplifies the impact of brands on sport and simplifies the management of participation in the journey of communities of fans and practitioners.
SBF Ventures connects brands and consumers through content, engagement, influencer marketing and physical experiences that generate interactions and create multiplatform impact, in addition to participating in relevant conversations in the sports universe. When combined, NWB, FitDance, 17 Brazilian states. Additionally, they offer access to influencers such as Fred Bruno, from the Desimpedidos channel, exclusive to NWB.
Being present during the moments when the public connects to sport, whether through internet content, experiences at events or app interactions, makes the connection more genuine and adds emotional value to the brand for the fan or practitioner. This is because sport involves passion, well-being, physical and social involvement.
“People’s emotional connection with sport makes it a generator of opportunities, and we brought to the market three solutions to make brands’ investments profitable and facilitate their decision-making. People relate to sports far beyond the broadcasts, following what happens before, during and after, behind the scenes and the athletes, and in many places, online and offline. With this, we modulate packages that provide the possibility for the brand to be present on this journey, always on, participating in people’s relationship with sports at various times. Football, dance, running, basketball, motorsport, among other modalities were included so that endemic and non-endemic brands in this universe can connect with people who are involved in sport 24 hours a day”, declares Paula Nader, General Manager of SBF Ventures.
This strategy aims to simplify brands’ decisions when choosing one of the solutions, streamlining the investment process and enabling the customization of each package according to the brand’s needs and objectives.
Content creator Tulinho in the dispute with Z Delivery on Pq. So Jorge during the Supercup Desimpedidos. (Photo: Yuri Gomes)
Beyond 90 minutes
The ‘Football Package’ offers a unique opportunity for brands to explore all facets of the sport, going beyond the 90 minutes of play. In addition to broadcasting games, the solution involves the dissemination power of Desimpedidos throughout the year and integration with other content brands, such as Camisa 21 and Andr Hernan, in addition to other SBF Ventures business units. The Supercopa Desimpedidos is a striking example, a project that brings together more than 100 internet personalities and integrates brands with personalized deliveries. This model delivered, in the year 2023, more than 250 million views.
With flexibility to meet the specific needs of each brand, this solution offers media, influence, content and experiences concentrated in a single operation.
“The Supercopa Desimpedidos is the biggest football tournament on the internet. A notable example is case of Brahma, highlighting the “Brahmosity” of the beer with the judge’s foam in times of foul”, explains Rafael Grostein, from NWB, one of the group’s companies.
Experience with connection in Paris
Among the opportunities of the ‘Paris Package’, brands can go to France to follow the 2024 games. With the forecast of more than 470 multiplatform content, with 160 creators involved and a potential of 446 billion views, this package offers global exposure. Furthermore, SBF Ventures, with Onefan, brings innovations for fan engagement, such as the official application of the Brazilian Olympic Committee (COB), which promises to transform the user experience during competitions in the city of light.
Multidimensional journey in sport
Offering a diverse experience with opportunities for brands to connect with different sports, such as running, adventure, basketball and well-being, is in the ‘Lifestyle Package’. Highlights include the Creators League 2×2, a competition with content creators in the Studio 78 environment; Superdance, an event that covers different styles of dance; the Xterra Circuit, one of the greatest experiences in cross-triathlon of the world; and the Uphill Circuit, uphill running marathons that take place in iconic locations, such as Serra do Rio do Rastro, in Santa Catarina, and Corcovado, in the city of Rio de Janeiro (RJ).
These properties allow brands to emotionally connect with their audiences through authentic experiences.
“We are the largest dance platform in the world and dancing has no restrictions. We reach your full potential with strategies that can reach 40 million views only in 90 days”, highlight Bruno and Fbio Duarte, from FitDance.
FitDance with Dana Junto for Toddynho invites the whole family to dance. (Photo: Disclosure)
These properties provide a unique way to emotionally connect with audiences from different angles and journeys throughout the year. Furthermore, they all enable customization to meet the specific needs of each brand, providing media, influence, content and experience in a concentrated operation. know more here.
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