Continental prolongs Copa do Brasil sponsorship
Continental, the international tyre manufacturer, has renewed its title sponsorship of the Copa do Brasil, the domestic cup competition, for this year’s edition.
This will mark the fifth year the tyre brand will have naming rights to the tournament after signing up in 2016.
It initially came on board as a commercial partner from the round of 16 in the 2015 season, before replacing Sadia, a major Brazilian food producer, as title sponsor the following year.
Continental said last year’s competition, which was won by Athletico Paranaense, delivered “strong brand exposure” in Brazil.
Renato Sarzano, vice-president of Continental Tires, said: "Several factors were fundamental to the renewal decision, such as the return of brand exposure and the growth of the competition, which opens the opportunity to connect with our target audience through their passion of Brazilian soccer. We do not take into account only the numbers, which are important, of course, but also the result of the engagement of our network of dealers and customers."
This year’s Copa do Brasil begins next Wednesday.
The Copa do Brasil continues to be part of Continental's stategy, initiated in 2014, to focus on regional soccer sponsorship deals.
It was a second-tier Fifa World Cup sponsor for Germany 2006, South Africa 2010 and Brazil 2014.
The brand recently signed an extended sponsorship deal with English soccer’s Football Association until September 2021.
Meanwhile, Brazilian league champions Flamengo are seeking R$81 million ($19 million) from commercial broadcaster Globo for rights to the Campeonato Carioca state championship, according to the Maquina do Esporte website.
The two parties have been in negotiations since their previous rights agreement expired after last year’s competition, with Flamengo keen to secure improved terms.
As well as the league title, the Brazilian giants also won the Copa Libertadores and Campeonato Carioca last season and reached the final of the Fifa Club World Cup, and believe they are in a strong position to get an increased rights fee.
Globo is reportedly unwilling to match the asking price and is keen to stick to the R$18 million it paid Flamengo for the rights in the previous deal, the same figure it pays to the other major clubs in the competition such as Botafogo, Vasco da Gama and Fluminense.
In 2016, Flamengo’s local rivals signed eight-year deals with Globo running to 2024 but the holders negotiated a separate three-year agreement.
This year’s Campeonato Carioca got underway earlier this month but none of Flamengo’s three games in the tournament were broadcast in the country.
Despite failing to reach an agreement for the state championship, Globo and Flamengo do have a rights deal for the top-tier Campeonato Brasileiro.
Globo showed the team’s games in last month’s Club World Cup, netting strong audiences for their semi-final win over Saudi Arabia’s Al-Hilal (1.8 million viewers) and final loss to England's Liverpool (4.8 million).