Gusttavo Lima, Ana Castela… country folk invade Brazilian football

One of the most successful musical styles in the country, country music wants to reach even more people’s hearts: the plan is to invade football. With projects underway and an eye on the elite, the relationship between the guitar and the ball has everything to be successful.

The country singer’s entry into the world of football is a break with the idea that singers of the genre only invested in cattle farms, according to Chico Silva, executive director of AgroPlay, an office that has Ana Castela as one of the owners and who also manages the career of Luan Pereira (from the hit “Dentro da Hilux”).

“The Brazilian football market, with this new structure of SAFs, has become very interesting for investors. Music generates money and it needs to be reinvested. It’s a real business vision, of the market, of profiting from the sale of players and everything more,” he says.
“There are still artists who buy farms and cattle because that is the tradition in the country. But this Friday (23) you can no longer invest in just one thing. You need to diversify and put money in shares, real estate and why not on the football shelf?.”

For a month now, AgroPlay has been the master sponsor of Londonone of the most traditional clubs in Paraná football and which this year will compete in the Series C. The announcement of the partnership was celebrated with a video in which the company’s main artists wear the Albiceleste team’s shirt.

The agreement has an initial duration of one year, and the investment made by the office in the team in the city where it is based was not disclosed.

What has already been defined is that this is just the first step of a larger project. AgroPlay’s idea is that, soon, its agent portfolio will not only include singers, but also football players.

“It’s the opportunity to enter the football business. Football is a market that pays a lot. On top of everything, music and football go together very well, they have the same story. Many people want to be singers and players, but few achieve success”, says Chico Silva, executive director of AgroPlay.

GUSTTAVO LIMA IS THE ‘BIGGEST HIRING’

One of the firmest moves in football was made by the singer Gusttavo Lima, which bought SAF from Paranavaí, a club in the second division of Paraná. The ad featured a personalized shirt and advertising on the country star’s social media.

For a value close to R$3 million, the Ambassador won 60% of SAF and will have direct participation in the club’s growth. The singer is already part of marketing actions, such as the version of one of his songs published on the team’s profiles.

The connection to football was born from friendship with businessman Adriano Spadotto, who is also a sports consultant for Paranavaí. The agent was a player at the club, champion of Paraná in 2007.

Gusttavo had already started this movement when the company ‘Vai de Bet’, of which he is the poster boy, became a sponsor of Corinthians.

“The reception from fans and the city to the partnership was extremely positive. The city is euphoric with the repercussion that occurred after the singer’s announcement. Local newspapers highlighted the arrival of what was described as our ‘biggest signing’, and the entire community is looking forward to the changes that are happening. The partnership with Gusttavo Lima has brought a wave of enthusiasm and expectation to the club and the city, and the fans are excited about the positive perspectives that this collaboration can bring to the future of the team”, he says Leonardo Franchi, Business consultant at SAF in Paranavaí.

BOOST FOR DREAMS

Gusttavo Lima has already met with Spadotto to discuss the future of Paranavaí. The meeting took place in the final of the Copa São Paulo. Among the ideas, marketing campaigns and future actions were established.

The goal is to build a high-quality CT, boost the team nationally and grow on the field. The initial step is to reach the elite of Paraná football, then establish a national calendar with the Copa do Brasil and Série D and dream of the elite.

“Our priority in attracting investment is to ensure that the club fulfills its obligations as an Association and also to build a Training Center that becomes a reference in the region for training athletes and improving the performance of the main team”, said Leonardo.

“Gusttavo Lima will have a stake as an investor in the club, contributing to its national visibility and helping to attract investment for the club’s development. However, in terms of sports management, SAF chose to maintain the autonomy of the Football Department, which will be responsible for hiring athletes, structuring the base and training young talents. Therefore, although Gusttavo Lima can strategically influence the club’s development, decisions related to hiring reinforcements and choosing players will remain the responsibility of the Football Department”, adds.

SAF

Gusttavo Lima becomes owner of a football club in Paraná