Campeonato Brasileiro Série A club Fortaleza has signed a new shirt sleeve partnership with insurance provider and price comparison brand Bidu.
Under the two-year deal, Bidu will have branding on both sleeves, taking over from Brazilian home-builder and real estate company MRV Engenharia.
Bidu’s parent company, the Thinkseg Group, previously had branding on the back of the Fortaleza shirt, but will now promote Bidu using a more prominent shirt asset.
Similar to Fortaleza’s cash-for-customers banking partnerships with Digi+ – a model that is now common in Brazilian top-flight football – Bidu will also create a customised insurance platform for Fortaleza fans.
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For each Fortaleza fan that purchases and insurance policy from Bidu, the brand will paid a bonus fee to the club, helping to raise additional partnership revenue.
The deal is the first time Bidu has invested in a sports sponsorship since becoming part of the Thinkseg Group, a broader conglomerate of insurance and financial brands.
The Thinkseg Group itself has a strong presence in Brazilian sports sponsorship, and has previously partnered with Fluminense, Santos, the Flamengo basketball team and the Corinthians futsal team.
In addition to Bidu, Fortaleza also has front-of-shirt partnerships with NetBet and Banco Renner sub-brand Digi+.