Sao Paulo has ended its search for a main shirt sponsor by signing a lucrative new deal with Semp Toshiba.
The Brazilian giant has signed a contract with the electronics firm which runs through to the end of 2014 and is reportedly worth R$23 million (US$11.3 million) a year to the club. Semp Toshiba made its debut on Sao Paulo shirts for its Campeonato Brasiliero clash against Internacional on Wednesday, with the deal being formally announced on Thursday.
The agreement with Semp Toshiba ends an eight-month search for a new main sponsor, after the club’s previous contract with banking group BMG expired at the end of last season. The new deal renews the club’s ties with the electronics sector after Sao Paulo was sponsored for over a decade by LG – a partnership that ended in 2010.
“This is a partnership that has everything to be a success,” said Julio Casares, Sao Paulo’s vice-president of communications and marketing. “Hopefully it will extend for decades and perhaps repeat the period of titles we had with our last long-term partner.” Casares added: “This must be a complex brand activation, not just a billboard. A shirt is not just that. We have one activation with products, stage presence…and they will also have a store in the Morumbi (stadium).”
The Brazilian giant has signed a contract with the electronics firm which runs through to the end of 2014 and is reportedly worth R$23 million (US$11.3 million) a year to the club. Semp Toshiba made its debut on Sao Paulo shirts for its Campeonato Brasiliero clash against Internacional on Wednesday, with the deal being formally announced on Thursday.
The agreement with Semp Toshiba ends an eight-month search for a new main sponsor, after the club’s previous contract with banking group BMG expired at the end of last season. The new deal renews the club’s ties with the electronics sector after Sao Paulo was sponsored for over a decade by LG – a partnership that ended in 2010.
“This is a partnership that has everything to be a success,” said Julio Casares, Sao Paulo’s vice-president of communications and marketing. “Hopefully it will extend for decades and perhaps repeat the period of titles we had with our last long-term partner.” Casares added: “This must be a complex brand activation, not just a billboard. A shirt is not just that. We have one activation with products, stage presence…and they will also have a store in the Morumbi (stadium).”
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