GILLETTE’S TITLE sponsorship of the Brazilian World Tour, the official name for the national football team’s upcoming international fixtures, will be in place for 15 matches, Frontiers can reveal.
Initially believed to be a multi-year sponsorship deal of the Brazilian national football team, the game-limited agreement, as brokered by the Kentaro agency in London, will serve as an extension of Gillette’s current partnership with the Brazilian Football Federation (CBF).
Although financial details of the new agreement remain undisclosed, Frontiers values Gillette’s overall sponsorship of the CBF at around $10m per year.
Through its sponsorship of the national football association, Gillette already achieves significant exposure throughout Brazil and the addition of the tour naming rights will see their brand association with the former world champions extended internationally.
“It is a reasonable fit for Gillette,” Stefan Fueg, Global Head of Sponsoring for Kentaro, told Frontiers. “As a partner of the CBF and of FIFA they are already connected to world football in general and this is a further opportunity for them to enhance their brand awareness.”
Under the terms of the deal, Gillette will receive panel advertising rights as well as comprehensive corporate hospitality opportunities at all fixture grounds, which will go some way to allay any apprehensions Gillette may have in relation to the Brazilian media who are notorious for ignoring naming and title rights deals in their match reports.
Having kicked off the new tour with a 3-2 defeat to Germany in Stuttgart, the Samba Boys will be looking for an improved performance in London next month against 2010 Africa Cup of Nations runners-up, Ghana.