A Cocoa Show e NFL close a new licensing partnership in Brazil, in an agreement led by Destra, the company responsible for the North American league’s licensing program in the country. As a result, the largest fine chocolate chain in the world is launching a special product to impact American football fans this Easter.
The Chocoesportes NFL Egg is made with milk chocolate, and accompanied by a mini American football with the league’s brand. The official product is now available in more than 4,400 Cacau Show stores and through e-commerce from the store.
Specializing in chocolates with different flavor intensities, Cacau Show is constantly innovating and offers a variety of products for all tastes and moments. Soon, its Chocoesportes line, combining the delicious Cacau Show chocolate and the sports theme, became well known and desired by Brazilian fans at its best time of the year: Easter.
Licensing with the NFL was an important step towards Cacau Show’s entry into the world of American football. The company already has a line of sports, called Chocoesportes, and nothing better than bringing American football to our catalog at such a special moment, after all, this year we will have the first match on Brazilian soil, said Cacau’s Marketing Director Show, Lilian Rodrigues.
The Brazilian market stands out more and more for the NFL. The first match on national soil, which will be held at Arena Corinthians, in So Paulo, is an important achievement for the country’s general sports industry. Date, tickets and teams that will participate in the game are information that the league will reveal soon. Since 2015, the NFL has been represented in the country by the Effect Sport agency, responsible for all of the brand’s regional expansion planning.
The strength of Brazilian fans is proven by the fact that profile pages dedicated in Portuguese are at the top of the rankings among the NFL’s international markets, considering the Instagram and TikTok platforms. In total, according to figures from the league itself, Brazil has more than 38 million American football fans, with more than 8 million of that amount considered avid. For comparison purposes, in 2015, research by Ibope Repucom pointed to just over 3 million admirers of the game in the country.
A reference in brand licensing, Destra began a project with the NFL in 2023, reinforcing the importance of the national market for yet another global sporting power. There are more than 70 clients and more than 1,500 licensing cases in various markets in the company’s nine years of operation.
Destra’s portfolio includes more international sports brands, in addition to the NFL, such as Barcelona, Paris Saint-Germain, Manchester City, Juventus and Bayer Munich, and important national clients, such as Flamengo, Corinthians and the Brazilian Volleyball Confederation. In other segments, the company develops projects with Mentos, Chupa Chups, Fruittella, Zeca Pagodinho, among others.
Having the NFL in our portfolio, especially in the year in which we will hold the first game in Brazil, is something very special. This project with Cacau Show is the first of several launches that we will do this year, and that is why we are very motivated, analyzes Destra’s Chief Licensing Officer, Luiz Gianfratti.
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