1.
SPORT MARKETING DIGITAL AND SPONSORSHIP

2.
Source: Repucom Sports DNA *middle East figure is
an estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
The percentage of people who are
interested in football by region
28%

3.
Source: Repucom Sports DNA *middle East figure is
an estimation based on Saudi Arabia weighting (500
respondents compared with 1000 for all other nations)
Interest in football
The interest of the US is still very low, but
with a potential for big growth.
Participation

4.
BRAZIL
BREATHES
SOCCER, MLS
PART OF IT ...

5.
Source: Repucom. Unruly media, Facebook & Twitter
information
In Brazil there is a perfect union
between Soccer and Social Media.
Content production for this category
is very large. Meet Brazil's largest
channel about football.
2.2MFollowers
Characteristics which make
Brazil 2014 a ‘perfect storm’
for fan engagement

6.
MLS soccer attracts a young and well-educated audience.
THE SOCCER FAN
USA
Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports watch cab TV
pst yr : Major League Soccer (MLS) Population: 245,403,097 Qualitative Population: 11,905,855
64% are
homeowners
63% have a
college
education
55% are
married
16%
23% 22%
19%
12%
9%
0%
10%
20%
30%
18-24 25-34 35-44
Age Base: Adults 18+
Men 68%
Women
32%
DEMOGRAPHIC SNAPSHOT

7.
The Walking Dead
2015 MTV Video
Music Awards
First Take
At Midnight with
Chris Hardwick
Pretty Little Liars WWE SmackDown
• ESPN drove Twitter activity throughout their 16 game season with 366k tweets
in 2015 and ESPN2 logged a further 315k tweets for their 25 game coverage.
• MLS attracts a younger audience with 33.2% falling in the M18-24 demographic
for a ESPN2 sample of social game ratings.
• ESPN aired the MLS Cup on December 6, 2015 and garnered over 123k tweets
and over 19 million impressions.
• 48% of people who tweeted about MLS on these networks also tweeted about
other TV programs, of which 87% were on cable.
• Savvy marketing plans leverage the engagement of the social audience by
extending their message into complementary programming.
1. Source: Millward Brown Digital + Twitter, December 2013
Source: SocialGuide Inc. Affinity Report: Jan 20145– Dec 2015 MLS Soccer Pulled 2/4/16.
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENT
People who tweeted about MLS also tweeted about
these:
GENRES CATEGORIES
 Special
 Drama
 Comedy
 Talk
 Reality
 News
 Sports Talk
Programming with a strong social presence increases ad recall by up to 33%.1
SOCCER SCORED BIG LAST SEASON ON TWITTER.

8.
SOCIAL MEDIA
IT IS THE PRIMARY
MEANS OF
COMMUNICATION WITH
THE FAN

9.
Source: Google Trends Jun 2016.
SOCIAL MEDIA ANALYZE GOOGLE TRENDS
Orlando City - club with third
demand on Google, great relevance
of searches. The search result is very
near to the number of the biggest
clubs in searches.
3º Best
Google Demand

10.
Source: SimilarWeb Jun 2016.
Great results in number of visits, need to improve the permanency of time on the site.
Great opportunity to work
this audience that seeks
team information.
WEBSITE ANALYZE

11.
Source: Facebook, Twitter, Instagram and Youtube Jun 2016.
It makes a consistent work within the big of number users.
560Kis a basic followers
very low numbers. With
very little engagement.
Media content number of
6 per day (good).
189Kis a basic followers
very low numbers. With
very small number of
tweets. Media content
number of 6 per day (good).
175K It is a base with
reasonable number of
followers. With large
number of posts.
639 It is a very small
base of followers. Low
number of content
viewing.
9K It is a very small base of followers. Low number
of video viewing. Low number of posts new videos,
one mounth on average.

12.
HOW TO INCREASE THE
RETURN ON MY
SPONSOR?

13.
Working well a brand in the sports
1. There are other forms of sponsorship and exposure
master?
2. We can offer specific activations for other brands, and the
fixed sponsors?
1. Which activations developed by the club to activate the
sponsor brand?
2. Which marketing campaigns that brand used the team as
image?
3. How many times the club released a product brand in
social networks?
4. Activation is only based on the shirt and exhibition site?
5. How to increase the master sponsoring brand exposure
return, beyond the simple exposure shirt master?
NEW BUSINESS
SPONSOR MASTER

14.
Working well a brand in the sports
1. Collaborate with exploration partnerships and
new sponsors for the club in Brazil.
2. Licensing products with the brand of club
category of clothes and products in general.
3. Develop partnerships with football clubs
throughout the country.
4. Partnership and licensing soccer school.
club management courses in partnership with the
Orlando City. Exchange and immersion with club
structure in the USA.
5. Development of the first social media focused on
athletes management.
6. Generate content about the brand in Brazil,
recording every action developed in the country.
7. Explore the image of Kaka and Julio Baptista in
Orlando City for Brazilian public, generation of
viral content.
NEW BUSINESS OPPORTUNITY BRASIL

15.
Get closer to their fans.
Develop your own social network where
athletes can register and share your profile,
achievements, scouts, and other interests.
In this way New York could have direct
access to athletes and great talents.

16.
Resume
Rafael Leitão
Experience in the marketing and communication,
6 years of marketing project management experience and 6 years
experience in brand marketing. Leadership in innovation projects,
product launches and advertising campaigns.
Advanced knowledge in Digital Strategy with social media planning,
content production, apps development coordination, online
customer services process, data analysis in web analytics tools and
KPI's definitions. Planning and branding focused on highly
competitive segments.
Extensive knowledge of current interactive technologies and
industry's best practices.
Good understanding of all aspects of digital marketing, including:
SEO/SEM strategies, analytics, digital campaigns, email marketing,
social media, e-retail strategies.
Efficient team management skills, good communication and
interpersonal skills.
Well organized and detail oriented.
Experience in Sports:
• Organized Volvo Ocean Race
2015 Team SCA in Brazil.
• Work with Palmeiras, Santos,
Coritiba marketing actions.
• First Elderly Run in Brazil 2014 -
Copacabana.
• Sponsorship team, Palmeiras,
Santos, Coritiba e ABC Football
(RN) 2010 - Brand Biofral.
• Owner of the first social media
with focus in sports 2015: Sportt.
28 anos
São Paulo
Marketing and
Communication

17.
contact