Beer brand Sagres has renewed its sponsorship of the Portuguese national soccer team for another four years.
The deal was agreed by the Portuguese Football Federation (FPF) and Sagres parent company Sociedade Central de Cervejas e Bebidas (SCC), and brokered by rights agency Olivedesportos. Sagres is likely to have made an annual commitment of around US$4 million, as part of the US$16.35 million it invests each year in Portuguese soccer.
Gilberto Madail, the president of the FPF, said: "Sagres is the oldest sponsor of the Federation and has been with our national team since 1993 for some of the most important moments in their history. It is no coincidence, moreover, that is referred to as one of the brands most readily associated by consumers in general to the association itself or to the FPF national team – Clube Portugal."
SCC chief executive Alberto da Ponte added: "Sponsors can not be short term, they have to have stamina for the long term, to enable them to get a return on their investment. We are delighted with our selection as a sponsor. During the presidency of Dr. Gilberto Madaíl have been fortunate to be present in the final stages of the World Cup and European Championships, which has given us a good return and allowed to stress the Portuguese nature of the Sagres brand."
Sagres is also one of the title sponsors of the top division of the Portuguese Liga, the Liga Zon Sagres.
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