Ambev and Mastarcard landing at Copa América generates suspense about sports sponsorship – 06/09/2021 – Panel SA

The judgment scheduled for this Thursday (10) in the STF of the actions contesting the holding of the Copa América in Brazil in the pandemic should fuel a debate that has grown in the advertising market in recent days about what should be the sponsors’ positioning. Mastercard and Ambev, who have historic sponsorship contracts for the event, have given up on exposing their brands in the competition, and the market is watching the next steps of other companies associated with football.

The initiatives by Mastercard and Ambev were seen as a gesture of caution in view of the delicate scenario of the health crisis, in line with other support actions in the fight against the pandemic. But outside, some voices in the market are still betting that the fan forgets the controversy when the game starts.

​with Mariana Grazini e Andressa Motter

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