Guimarães is a sports lover. BMG Bank sponsors football players and teams as well as volleyball and basketball events. Mr. Guimarães knows Brazilians connect with sports, and he wants to develop a strong connection between Brazilian sports and BMG Bank. Guimarães uses sports as a marketing tool to promote his payroll loan product.
Melo has been winning matches around the world this year, and tennis experts think he has a good chance to win one or two of the big matches in the United States and the United Kingdom. Guimarães thinks Melo could put Brazil on the tennis map, and if he does the BMG Logo will be prominently displayed on his shirtsleeve. The deal between Melo and Guimarães is a basic sponsor-player deal where Melo will endorse BMG Bank, and BMG Bank will help Melo become a visible and viable force on the men’s tennis circuit.
BMG Bank and Melo will both get a lot of media coverage and according to Guimarães that is a win-win for both of them. BMG Bank is one of the top banks in the consignment credit industry and this new relationship with Melo will help the bank attract clients they never had before. There are more than 40 million middle-class people in Brazil, and at least 25 percent of them are tennis lovers.
Guimarães told R7.com that he plans to wear a Melo tennis shirt in the bank, and all of his bank employees will do the same. BMG Bank employees already wear football jerseys on certain days in the bank, so the tennis shirts will be a welcome change, according to Guimarães.