Brazilian soccer-focused sporting goods manufacturer Penalty has agreed a deal with sports marketing firm Brax Sports Assets that will see it sponsor a trio of Brazilian soccer competitions.
Brax is the commercial rights holder for Brazil’s top-tier Série A, the second-tier Série B, and the national inter-league knockout competition the Copa do Brasil, all of which Penalty will sponsor.
Penalty will be the official partner of all three competitions for the 2024 season, with Penalty branding present on LED pitchside hoardings across the three tournaments, with the exception of games hosted by Brazilian giants Corinthians, Flamengo, and Palmeiras, who are all exempt from this area of the deal.
Penalty will also engage in brand exposure activities around the competition, including having its logo branded on the competitions’ social media channels.
Bernardo Caixeta, marketing and sports relations manager for Penalty, stated: “It is very important for us, as Penalty, to be in the main football competitions in Brazil. We'll have our brand on display in over 800 games, and that also demonstrates the moment of growth Penalty finds itself.”
Penalty had previously sponsored the 2023 edition of the Copa do Brasil, which was won by Sao Paulo.
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Brax Sports Assets became the commercial rights holder for the Copa do Brasil in December 2022, after being selected for the role by the Brazilian Football Confederation (CBF), which tasked Brax with bringing more visibility to the cup competition’s sponsors.
The following March, the 20 clubs from Série B agreed to sell domestic broadcast rights for the next four seasons to Brax, having already agreed that Brax would sell its advertising rights.
It will now move to distribute the Série B rights via deals with broadcasters and networks, as the previous offers from broadcasters before Brax came on board were considered too low for the clubs and the CBF to accept.