The document discusses the significance of sports brands in Brazil, highlighting the $90 billion professional sports industry and its impact on fan engagement, particularly through digital media. It notes the increasing consumption of sports content via mobile devices and outlines the performance of specific sports leagues, including UEFA Champions League and La Liga, in attracting viewership and sponsorships. Additionally, it details Santander's marketing strategies, including promotional activities tied to La Liga to enhance brand engagement and customer loyalty.

1. Sports

2. Santander Market Brand with Sports
brand sport+

3. Sport is a matter of love, passion and greatness. It
touches our lives diametrically and creates an
engaged fan in this modern time of digitization.
Professional
Sports Industry
Bills $ 90 billion a
year - has more
than 7 billion fans
worldwide
Revenue Sports
It is estimated that, currently,
55% of Brazilian sports fans
follow their preferred
modalities for phones and
tablets.
In Brazil, the average time
of consumption of sports
media is 12 hours.
Global Report on Sports Media Consumption - Kantar Media Sport e TV Sports Markets

4. Top professional Sports Leagues
by revenue

6. Large Brazilian open TV audience
TV Bandeirantes scored 7.1 points of audience share and 15.2%
between 15h45 and 18h16 in the 5-4 over Sevilla, came to mark the
peak of 10.1 rating points. Super Copa Europa 2015.

7. Final Barcelona vs Juventus 2015 - game reached 20.5 average points on
the globe, according to preliminary figures from the Ibope. The Band, which
also showed the match, reached peak 8 points. That was the highest audience
of the League of the season in the country.
Great final hearing of
Champions 2015

8. In São Paulo, the decision of League of Champions 2016
scored 26 points in total, with 49% on televisions
connected on Saturday afternoon. In the division, got 19
points for the TV Globo and seven for the Band. The audience
recorded 25 points, with 42% stake in TV Globo. This audience
is major in compare a important and classic game in the
Brasileirão.
MAJOR AUDIENCE IN
SÃO PAULO
http://maquinadoesporte.uol.com.br/artigo/na-audiencia-liga-dos-campeoes-bate-classicos-do-brasileirao_30485.html
TV Influence – Exposição do Santander
Champions League

9. If we compare with the same period in 2016, the order is the
same, but Fox Sports was the channel that had the highest
growth from 0.15 to 0.19 on average per day, followed by
ESPN, which broadcasts LaLiga on Brazil.
https://uolesportevetv.blogosfera.uol.com.br/2017/07/17/sportv-lidera-tv-paga-fox-sports-tem-maior-crescimento-na-media-diaria/
Broadcaster that grew more in Sports on Cable TV,
maintains the second position.

10. The executive also says that the high
demand for events in Spain is linked
directly with the games of Barcelona
and Real Madrid.
http://www.mercadoeeventos.com.br/noticias/futebol-na-espanha-e-evento-que-mais-atraiu-brasileiros-em-2016/
Football in Spain is
the most attractive
event for Brazilians in
2016; football in
Barcelona is the
biggest relationship.

11. IBOPE Repucom has just consolidated the first results of the DNA Torcedor 2017 research, a study that mapped the
profile and habits of Brazilian fans. The survey heard over 6,000 people across Brazil between June and August.
One of the most outstanding topics is the interest in international football – the institute asked which clubs, among 55
national teams and 38 other foreign teams, the Brazilians are enthusiastic or sympathetic as the second team of the
heart. Within the portion of the population that declared foreign clubs, the five most cited were European.
Times with the highest numbers of
Fans in Brazil - Predominance of Spain
1ºteam
Preference
Tools: Ibope Repucom 2017

12. Netshoes Brazil (biggest online sports store) released its ranking of who sold the most shirt in the first half of
2017, Barcelona is the first and Real Madrid the second.
Top Selling Shirts Foreign Times in Brazil
1 2 3 4
4 5 6 7
Fonte: http://blogdojuca.uol.com.br/2017/09/quem-vende-mais-camisas-no-brasil/?cmpid=copiaecola

13. BRM LATAM
42Million
Users
3Football
Matches
Per day
10Minutes per
Football
matches
30Minutes per
day
810Minutes per
month
10950Minutes per
year
90Football
Matches
Per month
1080Football
Matches
Per year
NUMBER OF MATCHES
TIME INVESTED IN THE GAME
459
Billion
Minutes
Year
3.3Billion
Revenue
Infographic developedby Rafael Leitão
USD$

14. Santander mentions worldwide
Performance of numbers of mentions to Santander in the world, has a significant growth when compared
to the competitors HSBC, Chase, CityBank and JP Morgan. This demonstrates the strength in brand
activation from 2016.
Google Trends 11/2018 – Research 5 Years - World

15. Santander mentions growth in Brazil,
competitors fall.
Performance of numbers of mentions to Santander has remained stable in the last five years, but all its
competitors like Itaú, Bradesco and Banco do Brasil have dropped considerably, making the dispute
become equal in the reminder of the brand among all.
Google Trends 11/2018 – Research 5 Years - Brasil

16. Relevance La Liga and Libertadores in the
World and Brazil
mundo
brazil
La Liga has a better overall performance compared to Libertadores. When compared in Brazil in the last
two years it has stood out constantly. Brazil and the world is La Liga.
Google Trends 11/2018 – Research 5 Years – Brasil and World

17. Number of visits on the website of
Santander Spain and Brazil
Brazil
3x more
Similar Web - 11/2018 – Research 6 months – Brazil and Spain

18. Number of visits on Santander Brasil
website versus competitors
Santander best digital performance
Similar Web - 11/2018 – Research 6 months – Brazil and World

19. Santander Sports
Brazil

20. Why not activate La Liga and
Champions League in Brazil?

21. Santander La Liga Credit Cards Brazil
Allow football fans in
Brazil, enjoy the
advantages of working
with the main sponsor of
LaLiga Santander.
How will it work?
Anyone can make the card for free. Next, the card holder must choose their
favorite team in LaLiga Santander or La Liga 1/3/3 (second, third and fourth
divisions). From there, you have to use the card during the purchases and hope
for your team to go well and balance the networks of the opponents goals.
If the cardholder spends more than $ 3,000 on the monthly bill, each team goal
he or she is worth is R$ 6.00. If the expenses with the card exceed R$ 2,000,
each goal is worth R$ 3,00. And if the expenses exceed R$ 1,000, each goal is
worth one real. There will also be specific days in which Santander will choose
certain games so that the goals are worth twice or even triple the normal.
Objective: Activate the brand with the sponsorship of La Liga.
Increase the number of cards purchased by customers.
Increase the average card usage ticket.

22. La Liga Santander Tour Brazil
Football in Spain is the
most attractive event for
Brazilians in 2016
How will it work?
Santander customers will be able to participate in this opportunity to have an
incredible experience of watching a match of their favorite club in La Liga in
Spain, with everything paid. Will be drawn monthly a person who will
accompany.
The last game of La Liga, will have a draw of a customer who cheers for the
champion club, to accompany the match with Ronaldo.
Objective: Activate the brand with the sponsorship of La Liga.
Increase the number of cards purchased by customers.
Improve customer stay with the card.

23. Escort Kids Brazil
Realizing the dream of
your child who loves
football.
How will it work?
Sons of Santander clients will register and send a creative video
answering the question: "What do you love most about La Liga?".
The most creative video will go to Spain to watch the last match of
La Liga and enter the field with Ronaldo. You will have the right of
an escort.
Objective: Activate the brand with the sponsorship of La Liga.

24. La Liga Santander Talks Brazil
Brazilians who made
history in La Liga.
How will it work?
Santander Select customers will be able to attend Santander Talk
Brasil La Liga in person, with guests such as Ronaldo, Ronaldinho,
Belleti, Edmilson, Romário and Rivaldo. We will partner with
FoxSports to broadcast this Talk.
Objective: Activate the brand with the sponsorship of La Liga.
Valuing and Engaging Santander Select customers.

25. La Liga Awards for the Santander Esfera
I want the official shirt of
my favorite team.
How will it work?
Customers with Santander La Liga Card will be able to use their
advantage points at Santander Sphere to acquire the shirt of their
preferred team, in partnership with Netshoes and Centauro.
Depending on the points purchased they will have access to the
shirt without paying for it.
Objective: Activate the brand with the sponsorship of La Liga.
Increase the number of cards purchased by customers.
Increase the average card usage ticket.

26. Virtual Reality Santander and La Liga (IOT)
We will develop in partnership with
GSIC Microsoft (Madrid) the Virtual
Reality La Liga Santander, aiming
to lead Santander customers who
want to follow the matches of their
team from the heart of the sofa in
their home.
In addition to the value proposition
focused on the sport, a model will
be developed to consult
information related to your
account, investments and points.
What could the future
of Football look like?

27. Why not, do all these activations in
Libertadores da America?

28. New Design
Santander Sports
Brazil e Spain

29. New Design
Santander
Spain

30. New Design
Santander
Spain
Brazil

31. New Design
Santander
Spain
Brazil