How much does it cost to sponsor the BRASILEIRAO?
By Chandler Greenport / Rodrigo Oliveira
Everyone knows that the Brasileirão is one of the main commercial success stories in South America. According to a study conducted by Sports Value, the Brazilian Championship is the fifth-largest media and entertainment market among the major football leagues in the world.
In addition to the sale of broadcasting rights, another source of revenue for the tournament is the sale of sponsorships, which are displayed in various locations, such as on the sidelines of the field, banners, the internet, and various other places.
But how much would a company have to pay to have its brand displayed in Brasileirão-related spaces?
The team at The Football Times gained access to sponsorship contracts that demonstrate the fees charged for advertising during matches of Brazil's premier sports product.
Currently, the CBF negotiates the intermediation of advertising through an intermediary company. For the 2023 season, the institution charges $1,100,000 per season, equivalent to R$5,356,230.00, for sponsorship, and the buyer of the space can display their brand on backdrops, social media, banners, and boards.
This amount is lower than what the MLS (Major League Soccer) charges, which is currently the main competitor to Brasileirão for the position of the 5th most media-covered league in the world, behind the Premier League (England), Bundesliga (Germany), La Liga (Spain), and Serie A (Italy). The North American league charges approximately $2,000,000 (R$9,734,000.00) per sponsorship agreement.
Lastly, in addition to brand exposure, the CBF provides various other benefits, such as tickets to all games, the right to use the championship trophy, and even autographed balls by players.
