Assaí, Buser and Brahma were some of the advertisers who participated in this year’s competition
This year’s Northeast Cup ended with 18 sponsoring brands. Marketed by LiveMode, the 2022 competition – which Fortaleza was the champion – brought together advertisers 51, Ale, Arena 22, Assaí, Brahma, Buser, Cobrecon, Cor&YTon, Gordons, Krona, Netshoes, Pagbank, Sportingbet, TikTok, Uniasselvi, Viasat, Umbro and Topper.
According to Lucas Rizzo, commercial head of Copa do Nordeste at LiveMode, the connection established over the years between the championship and the fans is the main attraction for the brands.
“It is already a consensus that the competition has a consolidated audience among rights holders, a huge engagement on social networks and a passionate audience that goes to the stadium, watches, discusses and experiences the competition throughout the year. Partnerships are increasingly lasting and creative and contribute a lot to the success of the Copa do Nordeste”, highlights the executive.
Regarding audiences, in traditional television broadcasts, SBT was the leader in eight out of 12 rounds. TV Jornal (SBT Recife) reached 27 points in the final between Fortaleza x Sport and ESPN led the audience on pay TV in one of the games and was the leader among sports channels in almost half of the transmissions.
Among the broadcasts made by digital platforms, TikTok prepared a pre-game made from inside the lawn, with an exclusive studio, based on major American competitions that featured influencers and personalities from the middle of football.
Sponsorship growth
Already recognized as the great platform to generate engagement with the region, the Competition has consolidated itself as an Innovation platform for brand actions in Brazilian Football. Tiktok, Brahma, Gin Gordon’s, Cor&Ton, Buser, Netshoes carried out innovative actions with great engagement with their target audiences. An important pillar of this growth is also the competition’s centralized sales model, which allows brands to carry out 360 actions in broadcasts, digitally and in arenas, exploring the best of each sponsorship asset.
Quotas
We take sponsorship and support quotas to the market in the same style as FIFA in the World Cup. The Sponsorship quotas, in addition to the large presence in the stadiums’ full-field LEDs, were entitled to activations in all games, experiences for trade and consumers, sponsorship of NordesteFC Sportingbet broadcasts, the official OTT of the competition and which broke all records this season. , and content actions on social networks. The main sponsors also had a great exclusive property: Sportingbet with Craque do Jogo, Assaí with Selection of the Championship, Brahma with the Show of the Final, Netshoes with the Official Store, Gordons with Pre-Game Warming, TikTok with the Voice of Lampions. Support quotas were more focused on visibility, but we had special activations for some of the brands.
Voice of Lampions
The Voice of Lampions was a great success. The project led by Bolivia and Luva de Pedreiro generated more than 70 million views on the official hashtag and we had more than 1.5 million votes in the contestants. The semi-finalists participated in the stage directly from the arenas and the big winner was Leonardo Aquino, from Barro Alto, Bahia, who will narrate the U20 Northeast Cup games now in the 2nd semester.
Northeast Cup 2023
We are still structuring the new quotas, but we will follow the successful model of last year. Our expectation is to surpass all revenue records and create even greater cases of engagement between brands and fans!