Sponsor plans to inject over R$100 million into Flamengo | OneFootball

CRMBonus CEO details to Coluna do Fla deal that could surpass R$ 100 million for the club

Flamengo has signed a partnership with CRMBonus, the club’s new sponsor. In an interview with reporter Rock Hudson from Coluna do Fla, CEO Alexandre Zolko detailed the terms of the contract, which could inject more than R$ 100 million into the Rubro-Negro over its duration.

Watch the full interview:

– The contract is medium to long term and includes a guaranteed minimum amount, in addition to a proportional share of the revenue generated by subscriptions. Since Flamengo has the largest fan base in the country, if the project reaches a medium to high level of engagement, the revenue passed on to the club will exceed R$ 100 million over the term of the contract –, says Alexandre Zolko.

How does Torcedor Premiado work?

CRMBonus launched the Torcedor Premiado platform, with an introductory fee of R$ 1.99 for the first month and R$ 15 for the following months. This makes the cost much lower than the traditional membership program.

However, with every Flamengo goal, the subscriber receives R$ 100 in discounts. In addition, the initiative includes daily prize draws and exclusive behind-the-scenes experiences at Maracanã. In this way, the project aims to engage the Nação throughout Brazil.

How was the program launched?

Torcedor Premiado officially debuted in the match against Independiente del Valle (ECU). Even so, in its first days of operation, the program had already recorded a record number of sign-ups among Flamengo fans.

With a referral system and regulated prize draws, the initiative immediately received backing from the board. As a result, the launch also opened the door for the corporate group’s entry into Brazilian football.

Will there be iPhones for Flamengo fans?

– The fan goes to the website, signs up for R$ 15 per month, paying only R$ 1.99 in the first month, and automatically receives four lucky numbers to compete for daily and weekly prizes, such as iPhones, cash prizes, and brand-new cars. In addition, with every goal scored by Flamengo, the subscriber receives R$ 100 in Bonus Vouchers –, said Zolko, who added:

– If the month has few matches or includes FIFA date periods, we guarantee a minimum of 500 Bonus Vouchers. This currency can be exchanged for discounts at thousands of partner brands or for new lucky numbers –, explains the CRMBonus CEO.

OTHER ANSWERS FROM ZOLKO

Where did this projection come from that the contract could generate around R$ 100 million for Flamengo?

Alexandre Zolko: This estimate was calculated jointly with Flamengo’s board. The contract is medium to long term and includes a guaranteed minimum amount, in addition to a proportional share of the revenue generated by subscriptions. Since Flamengo has the largest fan base in the country, if the project reaches a medium to high level of engagement, the revenue passed on to the club will exceed R$ 100 million over the term of the contract.

A large part of Flamengo’s fan base is outside Rio de Janeiro and cannot regularly go to Maracanã or afford the traditional membership program. Was the project also designed for this audience?

Alexandre Zolko: Absolutely. The main idea was precisely to serve fans from anywhere in Brazil. Not everyone can go to the stadium or live in Rio de Janeiro, but everyone wants to support the club and feel part of it. For an affordable price and with no long-term commitment, fans from any region can financially support Flamengo, accumulate bonuses with every goal, and compete for prizes every month.

In addition to cash prizes and store discounts, will there be exclusive experiences related to the club’s day-to-day life, such as tickets and backstage access?

Alexandre Zolko: Yes, that is already in place. As sponsors, we are entitled to an allocation of tickets and backstage credentials for the matches. Fans will be able to use their points on the platform to compete for tickets, autographed official jerseys, and even visits to the locker room before matches. We want to provide this experience to Rubro-Negro fans.

And how was the public response right at the partnership’s debut, in the match against Independiente del Valle? What was the platform’s growth rate?

Alexandre Zolko: Growth was 100%, especially because the product was launched on that exact day. We worked very hard on the schedule to debut in that match, and the result was a huge surprise. The response on social media and in sign-ups was unbelievable. In addition, we included a “refer and earn” system: the subscriber shares their own link and, for each friend who signs up, the person receives R$ 15. In other words, by referring friends, the fan can offset the monthly fee and even make money on the platform.

Given the Brazilian football landscape, do you believe that issues such as restrictions on foreign players or changes in the sponsorship market could impact clubs’ marketing and revenue?

Alexandre Zolko: Yes. Big stars, whether Brazilian or foreign, are the true engines of marketing and audience growth. The sports market needs good management and financial stability. Torcedor Premiado was created precisely with the proposal of being an alternative and sustainable source of revenue, generating direct value both for Flamengo and for the fans, in a model of cooperation in which everyone wins.

How did it feel to receive approval from Flamengo’s board to start this partnership?

Zolko: I was extremely happy, because Flamengo’s validation proved that the project’s concept was truly solid and innovative. The professionalism of the club’s management made the entire negotiation process easier. So far, the cancellation rate for subscriptions has been very low, which shows that the public embraced the idea. We will keep working to expand the benefits and deliver increasingly greater returns to the fans and the club.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.