Over the past couple of years, Ford Brazil has remained in the midst of a major overhaul, one that includes the launch of several models there new to that part of the world – including the all-new Ford Ranger and Ranger Raptor, multiple variants of the Ford Transit (as part of Ford Pro’s arrival in the South American country), and the Ford Territory, while the automaker also recently opened its first dedicated EV facility there as well. Now, Ford Brazil is expanding its reach yet again, this time in the form of a new partnerships with the Disney group and the National Football League (NFL).
Ford Brazil announced that it is the newest sponsor of NFL games that are broadcast in Brazil on Disney Group channels, a lineup that includes ESPN, Fox, and numerous streaming platforms. FoMoCo already sponsors the NBA and soccer on those same channels, making the addition of American football seem like the natural next step.
As Ford notes, adding the NFL to its list of sponsors is a major marketing move given the sport’s growing international popularity, and aims to take advantage of a fast-growing viewership as well. The automaker’s media strategy for this new partnership will be handled by the VMLY&R agency, effectively expanding its rapid expansion in Brazil that has taken place over the past couple of years.
“We increasingly want to be recognized as a mark of attitude, which energizes and makes it happen,” said Marcel Bueno, Ford Marketing Director. “This positioning marries very well with action sports, such as the NFL, sharing common values such as overcoming and conquering with the Brazilian public that is also a fan of the sport.”