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This content was originally posted as our contribution to Synergy Sponsorship´s blog. You can find the original link here. Find out more about our partnership with Synergy here.   by Bruno Scartozzoni and Guilherme Guimarães Alongside the 2014 FIFA World...

In the beginning of this year we created Business Game (Negócios em Jogo in Portuguese), a biweekly hangout in which Ativa Esporte´s partners, Guilherme Guimarães and Bruno Scartozzoni, talk and discuss about the latest news in sports marketing universe, considering...

This post was originally published on Mundo do Marketing in portuguese and was adapted from our partner Tim Crow´s article "Why There Are Now Six Golden Rules Of Naming Rights Sponsorship For Brands". Very recently some Brazilian football clubs announced that their...

Some time ago wrote a post about mascots, an interesting property that clubs and sponsors often overlook. and we think this is wasted potential. Recently we found out a very interesting piece of news from the Brooklyn Nets (the NBA team) who invited Marvel Comics to...

A couple of months ago Simon Chadwick, one of the main european sports marketing academics, presented a lecture about the London 2012 learnings, Rio 2016 challenges and also a little bit of ambush marketing. The event was organized by the British Council and Coppead...

This content was originally posted as our constribution to Synergy Sponsorship´s blog. You can find the original link here. Find out more about our partnership with Synergy here. 2012 was a landmark year for sports marketing in Brazil. London 2012 handed the Olympic...

This picture was taken earlier this year, at the Mascots Race, an event organized by the English Championship, Division 1 and Division 2. This event takes place annually and is part of a calendar to promote their social cause, which this year is prostate cancer. The...

We don´t like to write posts about ourserlves, but, in this case, it is worth sharing. Guilherme Guimarães, Ativa Esporte´s general manager, was interviewed by Wall Street Journal in a piece about the brazilian football moment. You can read it here.

This infographic isn´t directly related to sports marketing, but it´s pure design and justifies the post by its originality. How didn’t anyone think about that before?

For those who do not know brazilian football well, this post needs a little contextualization. Corinthians is the second biggest brazilian football club in number of supporters. They have lots of national titles, but lack international tradition. Well, it´s more...

Sports and music are always together. Some brands already work with this kind of synergy very well. A good example is Coca-Cola´s World Cup 2010 jingle, that had more awareness than the official one. Recently we wrote a post about a country music band sponsoring Vasco...

The infographic below shows how Olympics and media evolves, and keep evolving, through time. Olympics are a great platform of human overcoming stories, not only from a physical and mental perspective, but also from the perspective of our desire to communicate. 2012 is...

We know this might just look like another opportunistic post about two of the most commented marketing phenomena these days: the new Nike campaign and The Avengers movie. But, we promise, in the end of the text you will notice that both have a lot in common in their...

Guilherme Guimarães, Ativa Esporte´s General Manager, gave a speech on Social Media Brasil 2012, ocurred on may 11th and 12th at São Paulo. Find below Guilherme presentation. Oh, unfortunately it´s in portuguese. 🙁 Marketing Esportivo + Redes Sociais View more...

The infographic below shows some interesting data and cases about social media influence in sports, mainly in the United States. To sum up, social media opens two new frontiers to sports: 1) New possibilities in interaction and engagement between athletes / clubs and...

Writing the first post for the Ativa Esporte (the company which I recently became partner[GG] of) blog is a difficult task. Should I write about how the company is cool? Who talks too much does too little. Should I write about sports marketing? All future posts will...

Hershey, the chocolate brand, has agreed a sponsorship deal with NHL and found an unique to celebrate the agreement. The company ordered a real size chocolate replica of the Stanley Cup, the trophy awarded to the season champions (above). Watch below the making of the...

After posting about Coke brilliant use of its FIFA World Cup Tour sponsorship, I had to go to the event. Some of the readers of the blog had already told me, and believe me, it is worth it, indeed worth it. The brand is present throughout the experience, from the...

Sorry for going back for the Sunday postagain, but things keep on coming. Stadium Associates has signed a licensing agreement with the NFL and will sell pieces of the field used in the great game that will take place on 7th february, in Miami (right). For Scotts, to...

The first packaging has been released with the Cincinnati Reds (below).

Normally, Ativa Esporte talks about best practices in activation. However, this time, we´ll discuss the potential of a recently signed partnership. In the early days of 2010, an agreement between Scotts Lawns and Major League Baseball was announced. With an...

Coke is the FIFA World Cup Trophy Tour sponsor and uses the tool in several ways. The visibility, of course, is guaranteed. But the brand goes beyond, way beyond. In Brazil, for example, it’s generated a great buzz. With the upcoming arrival of the trophy, Coke put a...

E.on is an energy company that sponsors the FA Cup and found a very clever way to leverage this association. The company created a campaign that explores a word play with “save”, using Portsmouth and England international goalkeeper David James (image above) to...

Adidas launched the 2010 World Cup ball just hours before the group draw to take advantage of the noise around the event. To further amplify its launch, displayed an exhibit of giant models of the balls used in every World Cup since 1970, when the company started its...

Adidas found a spectacular way to engage the South African people and raise the expectations and the excitement around the World Cup. A giant jersey of the team managed by Carlos Alberto Parreira will travel around the country, inviting people to sign it (above)....

Arsenal certainly has much more history than Nike. However, the company found a brilliant way to incorporate the tradition of the Londoner team. The company launched the biggest football team picture (above), with 482 players and 14 managers who made Arsenal´s...

To promote the Transformers 2 – Revenge of the Fallen DVD / Blu-Ray release, Paramount innovated.The company decorated the cars of Ryan Newman and Jeff Gordon with the visual cues of Optimus Prime and Megatron, respectively, in the October the 17th race (image below)....

I am going to have a little out of the blog subject (sport activation) post, but the Electrolux idea was so brilliant that it will certainly inspire us.The main feature of the new Electrolux washing machine is the tennis shoes washing function. Therefore, the company...

I waited a while to write this post because I thought it was worth waiting to see what the companies had prepared or were preparing to celebrate the victory of Rio de Janeiro to host the 2016 Olympics. But I must confess I am (very) disappointed. One hell of an...