Financial services company Banco Intermedium has upgraded its partnership with São Paulo to become the main shirt sponsor of the Campeonato Brasileiro Serie A football club.
The three-year deal will run until June 2020. The bank first partnered with the club in January and its branding has been featuring on the back and shoulder of the team’s jerseys.
Banco Intermedium’s logo will continue to feature on the back of São Paulo’s shirts, and will now be emblazoned on the chest area. The MRV Engenharia real estate company, which is a sister firm of Banco Intermedium, will have its branding displayed on the shoulders of the team's jerseys as part of the agreement.
Banco Intermedium will replace plastic products manufacturer Corr Plastik as the club’s main shirt sponsor.
João Vitor Menin, president of Banco Intermedium, said: “Banco Intermedium is going through a fundamental moment in its 22-year history. We have great challenges ahead to democratise access to the financial system in the country and change the way people think and relate to banks. The association of the image of the company to a club of the grandeur of São Paulo is a very important step in the strategy of making our brand better known.”
In other news, São Paulo’s Serie A rival Bahia has named air conditioning products manufacturer Centraltec as a new shirt sponsor in a one-year deal.
The company will benefit from brand exposure on the shoulders of the club’s shirt, in interview backdrops and on the club’s website. Financial terms of the agreement were not disclosed, but Bahia said Centraltec would pay more than double the amount its predecessor – MRV Engenharia – paid.