WMI teams with Brazilian soccer club
Partnership aims for Corinthians-branded contentLONDON -- Warner Music International has teamed up with leading Brazilian soccer club Sport Club Corinthians Paulista to create and distribute Corinthians-branded content and market WMI's catalog to the club's fans worldwide.
The Corinthians are Brazil's second most popular soccer team, after Rio de Janeiro's Flamingo, in a country where the sport is the national pastime. The club says it has a dedicated following of about 24 million fans worldwide.
The partnership will see WM Brazil create Corinthians-themed ringtones, wallpapers, video tones and mobile games for wireless distribution. In a country with a population of 192 million, mobile penetration is more than 60% at 120 million, according to the CIA World Factbook, and 3G technology is among the most developed in Latin America.
Other plans include producing the team's official anthem in different genres, such as samba, pop and rock, and distributing full-length versions physically via CDs and digital downloads.
The partners will jointly develop marketing campaigns in the form of mobile and online competitions and promotions.
WMI will also capitalize on the Corinthians' global fan base by marketing its local and international repertoire to them.
"By connecting Corinthians' fan base with our extensive digital footprint, we are also opening up an exciting opportunity to our local and international artists to reach a vast new audience," said Sergio Affonso, WMI Brazil's president.