With activation, the brand hopes to connect car safety, technology and protect the team’s athletes
Continental Pneus, sponsor of the Copa do Brasil, decided to activate this contribution by rewarding the best defensive player of the tournament. From the end of the third stage, which takes place on the last day of the month, the brand will give the best defensive player in each stage until the final.
According to the German multinational, the “Player Defensive Continental Tires” aims to honour a player who provides a greater sense of security for his team, thus contributing to his team’s promotion on the stage of the Copa do Brasil. This year, five players will be awarded until the final, which will take place in October.
“Safety is one of the pillars of the Continental brand, and we want to connect these two worlds: the world of automotive safety and the world of defenders. We have been sponsors of the Copa do Brasil for seven years, and we challenge ourselves every year, in Innovation in our activation program. This is important because we want our sponsorship to gain visibility well beyond lawn signs. But, of course, this innovation needs to make sense for the brand, and in addition to being directly related to technology, our Something very present in the DNA, the possibility of granting players an exclusive image and this NFT format is totally disruptive for Brazilian football,” explains Rodrigo Bonilha, Vice President of Continental Pneus.
The idea of a non-fungible token is to create a digital record and turn it into something unique, collectible and valuable. In a simplified way, it’s about cryptographically registering an image, giving it authenticity, allowing it to negotiate. According to the Sports Outlook 2022 report by consultancy PricewaterhouseCoopers (PwC), NFTs and digital assets are among the top ten trends in the sports industry. For Continental, NFTs will symbolize a unique digital trophy.
The artist hired to perform the exclusive illustrations is Rodrigo Doin, who specialises in cartoons and has performed successful productions for Telecine, TNT Sports and Netflix, where he illustrated cartoons for a documentary about Neymar. The “Continental Tire Defender” NFT will be created by StadiumGo.
The selection of the winning player will be made by the tournament’s commercial manager, Clever, based on several criteria using the player’s performance data, including who has the most tackles, the most correct passes, the most runs, the goalkeeper who makes the most important saves, etc. Wait. At the end of each stage, Continental Tires and Copa do Brasil will publish a special artwork on their social networks promoting the chosen player and an example of the NFT he will receive.
“In addition to discussing the sustainability of the NFT market as a financial asset, we are using the technology envisioned by its creators: exclusive artwork, registering a certificate of title on the blockchain to guarantee unique and personal ownership by the winning player. If the item becomes coveted and valuable 1 or 10 years from now, it’s up to the player to decide what to do. It’s not a speculative asset, but a gift from Copa Intelbras do Brasil and Continental Pneus in recognition of The performance of the athletes, that’s what gives the token its real value,” concludes Klefer Marketing Manager Gustavo Andrade.