O Assaí Atacadista is launching a new positioning for its Brazilian football sponsorship strategy. A supporter of sporting events across the country for 10 years, the network is now reinforcing its trajectory in the sport and highlighting the importance and connection of cash and carry with sporting events.
The initiative comes amid Assaí’s expansion of sponsorships for more than 17 regional football championships, in addition to the Copa do Brasil and series A and B of the Brazilian Championship.
The announcement of the new positioning, whose creative concept is ‘Pensou Assaí, Pensou Futebol’, began last month through a first commercial broadcast during halftimes of football games on open TV. Created by StarMKT, an advertising agency with internal operations for the brand, and produced by Paprika Filmes, the play features a fun game in an Assaí store where customers pass products at the shopping checkout.
The traditional “beep” of the passage of items is edited to resemble the TV introduction vignette for the Brazilian Football Team games. In this way, the film brings, in a playful way, the association of Assaí when it comes to football.
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In 2024, Assaí significantly expanded its football strategy, with official support for the 2024 Copa do Brasil, series B of the Brazilian Championship and 15 State Men’s Football Championships (Alagoano, Baiano, Carioca, Cearense, Goiano, Maranhense, Mineiro, Sergipano, Paraense, Paranaense, Pernambucano, Potiguar, Mato-Grossense, Sul-Mato-Grossense and Paulista).
“The idea of repositioning Brazilian football aims to show that Assaí’s commitment goes beyond the fields. From the group of friends who get together to watch the game at home, to the small business owner who offers his establishment to show matches, or has a greater number of sales on match days, football has this unique strength which is the ability to unite everyone and boost the economy of cities across the country. In this sense, Assaí’s sponsorship of Brazilian football meets two of its main target audiences: families and small traders, who find, in our stores, ways to save money on supplying their homes or stores and prepare to watch to games with friends, family and/or customers”, explained Marly Yamamoto, executive director of Marketing and Customer Management at Assaí Atacadista.
*With information from MKT Esportivo/ Cover photo: Reproduction/YouTube.
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