HomeNewsSponsorship & MarketingFootballBrazil

São Paulo and Cruzeiro add to kit sponsor portfolios

(Photo by Alexandre Schneider/Getty Images)

Top-tier Brazilian football side São Paulo has signed up insurance and benefit management consultancy Isure as a sponsor.

The brand will be afforded the designation of back-of-shirt sponsor to its men’s, women’s and U20 football teams in a deal which will run until the end of 2020.

Isure’s logo will also be present on the front of the jersey of the club’s basketball team.

The club’s director, João Fernando Rossi, indicated that the association could extend beyond the end of the year.

He said: “I am sure that, despite being a year completely out of the curve for all the issues related to the coronavirus, we will have the company by our side for a long time.”

The deal has been agreed ahead of the delayed start of the 2020 Brazilian Série A season. The 2020 campaign is now scheduled to being on August 9, running until February 2021. Prior to the outbreak of Covid-19, it had been due to start in May.

Elsewhere in Brazil, Cruzeiro has followed Série A rival Corinthians in signing a sponsorship contract with sports betting company Galera Group, owner of the Galera.Bet website.

The agreement will run until 2023 and afford the brand visibility on the sleeve of the men’s and women’s shirts until the end of the current football season. Its presence on the shirt will then be rotated across different designation’s for the reminder of the contract.

As is the case with Corinthians, the two organisations will collaborate to create a customised betting platform for Cruzeiro. The club’s fans will have the chance to vote on the name of this, choosing between “MEUCRUZEIRO.BET”, “NAÇÃO AZUL.BET” OR “CRUZEIROOFICIAL.BET”.

The chosen name will ultimately be the one that appears on the club’s kit.

Cruzeiro has also boosted its sponsorship portfolio with the signing of discount and benefit specialists Todos Card. The brand joins as shorts sponsor of the men’s team until the end of the 2020 season.

As part of the deal, an exclusive discount card will be made available to the club’s supporters.