Beyond the Scoreboard: Football, Brands, and Strategies in the Use of Naming Rights

Summit COB Sports Innovation 3 Mídia e Entretenimento Tendências Esportes Branding Negócios Publicidade e Marketing

Join us for this discussion on branding trends in football clubs, examining the boom in naming rights. In this panel we will discuss with the participation of the Executive Director of Marketing of São Paulo FC with the MorumBIS project, the Head of Branding of Mercado Livre and the Sponsorship Manager and activations of Golden Goal about the impact of brands on the sports scene through the approach with football clubs. The conversation will cover topics such as the strategy behind Naming rights partnerships, the challenges faced by sports managers and emerging opportunities in the global sports scenario for Brands.

Speakers

Rafaela Alegria | Palestrante

Golden Goal

A producer for over nine years, I've had the opportunity to be part of the production of major festivals for the music label Som Livre, from conception to music curation. I started my career focused on sponsorship at Diageo, where I was responsible for creating events strategy, combining marketing branding with commercial product. Today, I'm part of the sponsorship team at Golden Goal, in the sports sector. As a manager, my focus is on developing brand experiences in sports arenas, from the Brasileirão to the COB, providing fans with an efficient and innovative branded consumer experience. Great brands, when incorporated into great championships, unite with the passion for sport and become eternal.

Foto do palestrante Iuri Gomes Maia Leite Filho

Iuri Maia , Mercado Livre | Palestrante

Iuri Maia has almost 20 years of experience in communication strategy. He worked at Reckitt Benckiser and held strategic positions in advertising agencies, such as Publicis, Y&R and Neogama/BBH. He joined Mercado Livre in 2019, working in the Marketing area for Mercado Livre and Mercado Pago for Brazil market. At the end of 2020, the executive began leading the regional Branding front at Mercado Pago and, from January of this year, assumed the position of Head of Branding at Mercado Livre. In 2020, he led the "Feed Parade" campaign that led Mercado Livre to win the first Grand Prix and Gold in Cannes. Iuri has a degree in Social Communication from UNICAP and specialized in Leadership.

Foto do palestrante Jose Mauricio Fittipaldi

Maurício Fittipaldi , CQSFV Advogados | Moderador

Awarded multiple times by the most knowledgeable global legal services directories as a "leading lawyer" in the media and entertainment sector, José Maurício Fittipaldi is partner of CQSFV Advogados, leading the media and regulatory desks of the firm. Former managing-director with Televisa Internacional in Brasil. Maurício is also the president of the Media & Entertainment Special Commission of the São Paulo State Bar Association.

Toni , SPFC | Palestrante

Eduardo Toni is Executive Director of Marketing at São Paulo Futebol Clube. As part of the club's management team, he is responsible for marketing strategies, commercial partnerships and initiatives to strengthen the São Paulo FC brand. Toni has been a key player in the club's reconstruction since 2020. When he took on the role in partnership with president Julio Casares, he became the president's trusted man to restructure processes, negotiate new contracts and bring more money into the club's coffers. .