By Maurílio Goeldner
The announcement of Fictor Holding to Palmeiras didn't just stir up the stands: in just 24 hours, the market value of Fictor Alimentos (FICT3) jumped by R$ 15.7 million, from R$ 91.4 million to R$ 107.1 million. The gain corresponds to 62.7% of the annual value of the contract with the club, of R$ 25 million.
For André Vasconcellos, Director of Strategy, Planning and Investor Relations at Fictor Alimentos, the expressive movement in the shares is a direct reflection of the response of the Palmeiras fans and the Brazilian soccer community. "The passionate participation of the fans generated, in a single day, a gain that corresponds to more than half of the total value of the annual sponsorship," he said.
The announcement was made at the end of March and at the close of trading on the 26th, the FICT3 ordinary shares had risen by 17.18% and were quoted at R$ 4.57. According to Vasconcellos, in addition to the immediate impact, the expectation is that the visibility of the brand will continue to boost the company on the capital market. "This announcement will make the FICT3 shares increasingly well-known, not only to Palmeirans, but also to other Brazilians," he said.
Fictor Holding's sponsorship of Palmeiras includes master space in the club's youth teams and a presence on the back of the first team's jerseys, both male and female. Although the initiative came from the holding company - one of the listed company's strategic controllers - it has a direct impact on the Fictor ecosystem as a whole.
Phillippe Rubini, board member of Fictor Alimentos, stressed that the action goes beyond simple brand exposure. "Investing in Brazilian soccer means connecting purpose with performance," said Rubini, who also highlighted the creation of the Fictor Under-17 Cup as a pillar of the company's social development strategy. "This investment in the grassroots represents a contribution to society, opening up ways for young talents to have real opportunities for development and inclusion through sport."
Sponsorship includes youth categories
At Palmeiras, the agreement was greeted with enthusiasm. The club's president, Leila Pereira, said that Fictor had arrived to further strengthen the youth categories, which have been outstanding in recent years. "I'm sure we'll reap great rewards from this union," she said.
Marcelo Dedeschi Teixeira, the statutory director of Palmeiras' youth teams, celebrated the partnership as a reflection of the credibility that the club has been building. "It is this reconstruction and this level of credibility that gives us the privilege of having such a strong company with us," he said.
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Source: BM&C NEWS
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