Magazine Luiza and Netshoes announce first sponsorship together

São Paulo – Retailer Magazine Luiza and e-commerce company Netshoes announced sponsorship of two of the world's most important sporting championships: the NFL, the premier American Football League; and UEFA Champions League, which brings together the main football teams in Europe. It is the first time that the two companies have made a coordinated sponsorship investment since the acquisition of Netshoes in June of this year. Marketing actions must reach an audience of more than 400 million people in the world. Companies sponsor the transmission of 60 Champions games made by Facebook, and 40 matches will be transmitted exclusively through the social network. Netshoes is the brand exposed in the sponsorship campaign. Last year, the transmission of games on the social network had 2.4 billion views. In the case of the NFL, the broadcast on TV will be made exclusively in Brazil by ESPN, sponsored by Magalu. The NFL season on ESPN goes from September this year to February 2020, while the UEFA Champions League matches on Facebook from September to May next year. It is not the first that the retailer invests in sports marketing: The company was one of the main sponsors of the transmission of the games of the World Cup of Brazil and the Brazilian championship of 2015. The difference is that running a broadcast on ESPN is an opportunity to talk to a new audience, outside the channels in which it is usually present. Check out the exclusive interview with Marketing Director E-commerce of Magazine Luize, Rafael Montalvão, and marketing director of Netshoes, Florence Scappini, on the new oncoming: Why perform a campaign together Magalu and Netshoes, not just Netshoes? Montalvão: The great advantage of being a group is: we can negotiate as such. That's one of the effects of the junction. Both companies were intent on increasing their visibility and pursuing opportunities. These were two that appeared: to be Champions's master sponsor, on Facebook, and the NFL broadcast on ESPN. Scappini: For Netshoes, this is an opportunity to strengthen the presence of the brand in all sports. Sponsoring both the Champions League broadcast and the NFL, such great and relevant sports worldwide, we reinforce one of our goals to meet and connect all audiences to the sport – in addition to generating significant awareness for the brand. What justified the choice by the NFL and Champions? Montalvão: The big advantage is UEFA this year will be broadcast on Facebook, with 40 exclusive games. This is the first year with exclusivity of the social network and we will be in this differentiated transmission. The NFL is a sport that is growing in Brazil. Last year, the growth in the audience was 32%. What is the size of the audience that should be hit? Montalvão: Without having the exclusivity of the Games, Facebook had nearly 2.4 billion views last year. This year, this number should be much better, because the games will only be on that channel. Already in the NFL, it had a 32% growth in the audience last year, and this year it should move forward again. How much was invested in both sponsorships? Montalvão: We can't open that number. But, it is considerable, because it is our first investment in partnership. Is this the biggest sponsorship in the history of Netshoes? What changes in relation to previous sponsorships already made? Scappini: This is a very important sponsorship for Netshoes. In addition to street racing sponsorships, e-sports and team shirts, throughout the history of the brand, we now have the opportunity to embed Nets in such expressive broadcasts as those of the UEFA Champions League and NFL Games – are large championships with bias International and that at the same time has great visibility here in Brazil. What kind of communication pieces were produced? How will the exhibition of the brands in the NFL and Champions? Montalvão: On Facebook, the broadcasts open with "offering Netshoes". Then the mark appears during the transmission at intervals. On ESPN, we appear in vignettes, movies, digital media, action with presenters and other dynamics. All this to, there, show our Magalu superapp. Does the display of games on Facebook change anything in the campaign? Scappini: Netshoes speaks mostly of sport and will now talk about it within sports broadcasting channels. For the mark, at term of delivery nothing changes. We are in championships that everyone is watching and, in the case of the Champions League, for many games to have broadcast exclusively on Facebook, this further increases the visibility of the brand. In parallel, we will have the best products on the site precisely to take advantage of this moment of prominence.