THE COPA DO BRASIL, the country’s biggest club football competition, will be known as the Copa Perdigao do Brasil as part of a new title sponsorship agreement.
Perdigao’s parent company Brasil Foods – Brazil’s second largest food manufacturer – signed a three-year deal for the 2013, 2014 and 2015 competitions.
The deal comes after Korean car maker Kia decided not to renew its title sponsorship of the tournament after its four-year contract expired in 2012.
“It is through one of the largest national passions [football] that Perdigao will get even closer to the consumer,” said Eduardo Bernstein, marketing director for BRF.
“Our strategy is to be increasingly present in the Brazilian routine and for that, [there is] nothing better than football.”
The three-year deal was brokered by Brazil-based agency Traffic Sports, which owns the marketing rights to the Copa do Brasil.
In 2012, as well as a title sponsor the tournament had a total of nine lower-tier partners, including credit card company Visa, telecommunications brand Embratel and energy company Petrobras.