ABC da Construção, an omnichannel retailer of finishing materials for construction, signed a sponsorship contract with São Paulo Futebol Clube, current champion from São Paulo. The agreement provides for the exposure of the company’s brand on the back of men’s soccer shorts and women’s soccer sleeves until January 2023.
In addition, the logo could also be seen on the men’s basketball team’s uniforms during the NBB – Novo Basquete Brasil final, a Brazilian competition for the sport, which took place last Thursday (05/27). Tiago Moura Mendonça, CEO of the venture, says he is excited to become SPFC sponsor in three different teams, strengthening ABC’s bond with São Paulo. “We want to expand our operations in São Paulo. Being part of the uniform of one of the most important teams in the state and the newest winner of Paulistão is a very symbolic way of achieving this goal”, he says.
Regarding women’s football, Mendonça reinforces the importance of brands valuing women’s sports so that this recognition is translated into practical support, such as sponsorship and investments. “ABC da Construção, as a company that celebrates the future, wants to have ever more concrete attitudes towards diversity”, he concludes. “The arrival of ABC da Construção reinforces the moment of São Paulo, more modern and with new stories being written. The new sponsor will invest in two modalities, and it is a strategic partner, which opens doors to a new segment within the sport”, he says Eduardo Toni, Marketing Director of São Paulo.
With over 150 stores spread across São Paulo, Minas Gerais and Rio de Janeiro, construtech’s investment in football is part of the company’s aggressive marketing plan to accelerate its expansion, which aims to reach 1,000 stores in the Southeast of the country. In São Paulo, one of its main markets, the network already has 24 units, including those in operation and in the opening process.
The company has been investing heavily and has started to accelerate even more the opening of new franchised units since July 2020, when it closed a round of investments of R$125 million with equity from partners and from the Spectra, Fir Capital and Redpoint eVentures funds.