sport Club Corinthians paulista

hIghLIghTS
some marketing activities
developed in 2008:
Agência Corinthians
a news agency responsible for
intermediation between the club
and the press and fans.
Alô Timão
the innovation of offering news
and services via cell phone
required no investments on the
part of the club. to the moment,
partner operators are Claro, oi
and tiM.
Superleague Formula
a competition fusing two
world’s passions: racing
cars and football. With the
Corinthians racing team, we
participate in a competition
with the world’s leading
football teams.
Timão TV
an internet video channel
exhibiting exclusive contents,
news, interviews, backstage,
training sessions and games.
FIEL
the documentary movie
followed the team and fans
in the years 2007 and 2008,
a most difficult moment,
with exclusive images and
testimonials from fans
and players.
Fiel torcedor
loyal member-fans enjoy a number
of advantages to buy tickets,
products in official stores, among
other benefits. today, we have
10 thousand registered fans.
The relegation to B Series Brazilian Championship, at the end of 2007, occurred in
a difficult moment in the Corinthians history. We were in the spotlight both in the
sports and the crime pages due to the partnership with MSI. The strategy to reverse
this condition was based on redeeming the pride of being a Corinthians fan. The
comeback started with the motto “I will never abandon you” – a sentence pronounced
by fans that followed us throughout 2008. A mix of ‘I will never abandon you’ products
was released, with the milestone of 300 thousand pieces sold.
preMiUM partNers
We also rely on premium partners, recognized by the quality of products
and services that they offer. They are:
ABrIL Sticker albums (2007-2010): minimum guaranteed (annual): R$ 175
thousand, plus 8% over all sticker envelopes sold, pro rata, evenly shared among
the involved clubs. Magazines (2008-2014) and albums (2011-2014): minimum
guaranteed: R$ 1 million, plus 6% over the cover price of sold copies.
BATAVO Sponsor of the Football Department, professional and amateur, for the
period March 2009 – January 2010, in the amount of R$ 18 million.
BrADESCO Offers Corinthians branded credit and debit cards with Visa brand,
with part of the sales income intended for the club.
COCA-COLA Official supplier of beverages to Corinthians, as the exclusive
supplier of products Coca-Cola/Femsa in Parque São Jorge.
DB4 Company managing Timão TV and Alô Timão.
FOX DVD licensing. Three items will be released, starting with the State
Championship 1977, a most important title in the history of Corinthians. The
next items of the trilogy will be Brazilian Championship and Club World Cup. The
contract calls for 20% over net sales amount.
NESTLé Licensing of branded Easter eggs, a two-year contract.
NIKE Sponsors sports material for professional and youth football, supports
marketing projects, and releases Corinthians branded products.
VOLKSWAgEN TruCKS AND BuSES Provides official transportation for the
professional team, supplying modern buses for athletes commuting.
WArNEr muSIC Markets ringtones, truetones and contents for cell phones.
FraNCHises
By 2007, the club had only one physical store and one virtual. In 2008, we
inaugurated other 11 ‘Poderoso Timão’ stores and a second virtual. The leap
resulted from a partnership entered with SPR and Francap, for the model of
franchised official stores – by June, other 40 stores will open. SPR acquired the
right to register new franchisees. In turn, it contracted Francap to manage and
control the franchises.
roNalDo proJeCt
Having Ronaldo, The Phenomenon, to play for us benefits us inside and outside
the field. In addition to the privilege of promoting the return of a major legend of
the Brazilian football, many businesses will derive from the encounter of two great
brands. In parallel, other products licensed with the brand Corinthians/R9 shall be
released, increasing our mix of licensed products.
sport club corinthians paulista
sustainabilitY rEport 2008 |29