Disembarkation of Ambev and Mastercard 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.

Mastercard announced on Tuesday night (8) that it will no longer activate its sponsorship during the event in the country, although it will continue as a sponsor, that is, the company gives up on promoting and exposing the brand allied to the competition. The company has been sponsoring the championship since 1992, and the CBF (Brazilian Football Confederation) since 2012.

Ambev followed suit this Wednesday (9). In a few words announcement, he said that his brands will also not be present at the Copa America. In practice, the company honors the sponsorship payment, but will not use it.

Sought by Panel SA, Conmebol (South American Football Confederation) did not respond.

Copa América was originally divided between Argentina and Colombia, but arrived in Brazil after the two countries gave up, causing discomfort among players and the CBF (Brazilian Football Confederation), discussions on social media and criticism of the Bolsonaro government.

​with Mariana Grazini e Andressa Motter

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