BELO HORIZONTE: South American champions Atletico Mineiro have signed up to a sponsorship deal with Italian telecommunications firm TIM.
The agreement, which runs through to the end of 2014, will grant TIM branding space inside the squad numbers on the back of Atletico’s shirts.
The club said this method of branding is a first for Brazilian football. Atletico defeated Paraguay’s Olimpia in last month’s Copa Libertadores final after having finished as runners-up in the 2012 Campeonato Brasileiro Série A.
TIM currently sponsors 13 other football clubs in Brazil and is the second-biggest telecommunications company in the country, holding a 27.12pc market share.
“Partnering with a club as important as Atletico is a fundamental part of our platform to support football,” said Livia Marquez, director of advertising and brand management at TIM Brasil. “Through this sponsorship, we will appropriate a special space on the shirts – the numbers – they represent a host of star players, moments, unforgettable games and wins.”
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