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To promote the purchase of the naming rights of the Corinthians stadium – known as Neo Química Arena -, Hypera Pharma, owner of the brand, acquired the so-called “Golden Break” from Globo’s Jornal Nacional. The advertisement was shown in this Tuesday (1) edition of the global news program. The fact is striking because it is the most expensive commercial insertion of Brazilian television. The play spoke only of the novelty involving Timão, who turns 110 today.
The concept of the Golden Break format is simple: the advertiser pays to be the only company in the commercial break, which is shown just after the escalation of the news of the day in the news presented by William Bonner and Renata Vasconcellos, grabbing the attention of the viewer. The value is millionaire: between Monday and Friday, the 30-second insertion costs R $ 1,356 million, an amount paid by the member company of the São Paulo club.
On Saturdays, like the weekend, the value is lower: R $ 1.1 million. As it is a special format, Globo does not sell the “Golden Break” with discounts or with any kind of exchange, something that is common for broadcasters, which usually grant generous discounts to their advertisers.
In the 30-second commercial, the passion of Corinthians and its nation of fans was extolled, as well as drawing a parallel to how soccer is a great national passion. “Now Fiel’s house has a new name: Neo Química Arena,” said part of the publicity campaign.
The commercial will air the same day Arena’s new name was announced, at a party that featured big-name fans. Singer Negra Li, actor and presenter Dan Stulbach, and former goalkeeper and band commentator Ronaldo Giovanelli participated. Another point is that, indirectly, it was the first time that Arena’s new name was mentioned in Globo.
Organically, the broadcaster has yet to name the Neo Chemical Arena, but it is already speaking behind the scenes to do so on its sports shows and broadcasts. Globo always maintains that it is company policy to only mention the brands that pay the station and that are its business partners. This is the case of Hypera Pharma, which to appear in soccer this year, paid a fee of R $ 307 million to be in world soccer.
For Corinthians, it would be an unprecedented trailblazer and a way to show how strong the club is behind the scenes. The problem is that a Globo wing defends maintaining the rule, because if it mentions Hypera Pharma, it will have to change the orientation towards the other partners that have agreements with brands, such as Palmeiras and Red Bull Bragantino.
Both clubs closed agreements with Globo and accepted the non-mention of associated brands in the broadcasts. This is the case of the Allianz Parque stadium, until today called Arena Palmeiras. Bragantino recently signed a contract with the Brasileirão broadcaster, and Red Bull agreed that the brand should be omitted from games by the narrators.
For part of the chain’s executives, citing Hypera Pharma would create an internal crisis and could be seen as a privilege for Corinthians, just because the club is the second biggest fan in Brazil and the audience champion in the games broadcast in São Paulo , the most important in Brazil and a reference for investments in the television advertising market.
However, not mentioning the naming rights of Arena do Corinthians could also lead to dissatisfaction with one of the companies that advertise in football and pay a high amount for it. Globo treats the case with great caution. Officially, the station says that it “is always in constant conversation with its partners” when talking about the possibility.
