Plastic goods company Bic has signed partnerships with 11 top-tier Brazilian soccer sides to manufacture licensed cigarette lighters.
The ‘Bic Passion for Soccer’ campaign will see Bic provide branded lighters for reigning Brazilian champions Palmeiras as well as Atlético-MG, Botafogo, Corinthians, Cruzeiro, Fluminense, Grêmio, Internacional, Santos, São Paulo and Vasco de Gama.
The lighters will all launch later in May.
"Bic already works with this type of strategy in its line of lighters in other countries, as it was in France when we created the exclusive art for Paris Saint Germain," said Emerson Cação, marketing director of Bic Brasil. "The response of the public was so good that we realised the opportunity to bring this experience to the Brazilian fan."
The 2017 season of the Campeonato Brasileiro Série A, Brazil's top soccer division, began at the weekend. Defending champions Palmeiras kicked off with a 4-0 home victory over Vasco.