Based on an internal planning initiated in 2008, Penalty features it’s platform for a repositioning at the sports market. For 41 years on the market, it starts to strengthen it’s legitimacy of being the only true Brazilian soccer brand. Penalty’s repositioning forecasts a new and dashing visual identity, the complete reformulation of the product portfolio, the structuring for an excellence in service delivery and strengthening of the brand on the international market. “The repositioning that is being done is the best way of preparing Penalty for the next years. This way we will consolidate it’s recognition as the only brazilian soccer brand in the world”, affirms Roberto Estefano, Penalty’s president.

According to Estefano, the repositioning that is being proposed will lead to a valuing. Differentiating and recognition even stronger to the brand on national sport, that already has an excellent performing on recall researches with clients and consumers and that profits from the endorsement of the main federations, clubs and athletes thanks to its innovation and product quality.

EXPANSION AND STRENGTHENING
The repositioning project, that counts with and investment of R430 million, contemplates specific actions for all its strategic publics, so that their essence be felt and translated daily in a new behavior on Penalty’s part concerning to it’s consumers, sellers, partners, collaborators and others.

The expectations with this project are to rouse an increasing of 15 to 20% of the income until the end of this year. In 2010 only, the liquid income of the company, that has been registering consecutive raises during the last five years, was R$248 million, above all because of its participation on soccer market.

THE NEW BRAND
As a part of this repositioning, Penalty starts to feature a new brandmark and visual identity, with totally renewed colors and design, created in partnership with OZ Design and Z+ agencies. The traditional orange was replaced by green, inspired on the national flag and the grass fields. The flag of the logo has now sinuous curves, that resemble Brazilian ginga. Following this new identity, the packages, the website and other communication materials were renewed. At this new phase, the brand also commits to get even closer to its consumers by means of campaigns and sales and, most of all, the online platform. The first step for communicating this movement will be made through a great publicitary campaign, transmitted on SporTV channels, whose soccer packages this brand is once more one of the sponsors, and Multishow.

EXPANDING MARKET RANGE
Concerning the brand’s portfolio, many changes have been made in order to align with the repositioning plan. The products were redesigned in order to translate the concept of "brazility". "We made an effort to highlight this Brazilian inspiration on the products without falling into the green-and-yellow cliché. We managed to do it in a modern and sophisticated way", explains Estefano.

Besides the great concern with design, the new product portfolio is a result of innovation and technology investments. About 2% of the liquid income is destined to research and development nowadays, precisely in order to offer constant news and ensure a superior quality and performance to its products.

The products were grouped within thematic lines for a better presenting at sale’s point, with items that complete each other, assisting a sale with a greater number of pieces by purchase. The brand allots the top of an excellence pyramid its professional lines, that feature products with most technology and detail improvements.

FACING TOMORROW
Year after year Penalty has been widening its partnerships with clubs, athletes, federations and confederations – national and international -, which work as a sophisticated and high-performance testing laboratory and have a vital function on research and technology development, helping, in this way, an offer of products with technical differential and aggregate value. We bring the news that Penalty has recently made a new partnership, now for sponsoring goalkeeper gloves for Palmeiras, with Deola.

The teams already sponsored by Penalty will also be important parts in this new project of reposition, for they will bring stamped on their uniforms this new essence of Penalty. The brand is nowadays the official sponsor of several national clubs: Vasco, Ceará, Náutico, Portuguesa, Remo, Santa Cruz and Vitória, and also international clubs: Vélez Sarsfield, Gimnasia y Esgrima la Plata and Talleres of Córdoba, from Argentina, Everton, from Chile, Defensor, from Uruguay and Amiral, from Canada.

BRAZILIAN AND GLOBAL
Penalty is in 14 countries, among which Japan, Chile and Argentina - in this last one with a branch for local production. With this repositiong, the proposal is to widen and strengthen even more this participation abroad. For that it’s been intensifying its participation in a few promising markets, as Spain, where it has just opened an office, which will work also as a branch to reach other European countries. "At the beginning of 2010 we sealed an important partnership with LNFS (Spanish Footsal League), which helped us, in a short time, to make the brand be known at the Spanish and Portuguese market. Because we are a Brazilian soccer brand we are very well accepted abroad and we want to exploit it better, understanding and adjusting to the local necessities and realities", says Estefano.

RUNNING TOWARDS 2014
Attentive to the constant growth of the sports market, that promises to be even more heated up with the World Cup and the Olympic games, Penalty created a multidisciplinary team to dedicate specifically to these projects, and plans to intensify its presence in several regions of Brazil.

MORE ABOUT PENALTY
Penalty brand belongs to Cambuci Group, which has three industrial parks in Brazil, located in the states of Bahia and Paraíba, and a fourth factory in Paraguay. It counts nowadays with a board of three thousand collaborators, who together attend the demands of fifteen countries, including Brazil. The company has ten factory shops and is present at more than eight thousand sales points around the country.

Besides its professional field soccer, court and footsal wares, Penalty produces balls for several modalities, among which beach and court volleyball, basketball, handball, footvolley, rugby, football, acquatic polo and biribol.

Site: www.penalty.com / Twitter: @penaltybr / facebook.com/PenaltyBR / Call Center: 0800 747 3000.

Information Cambuci Human Resources
talentos@penalty.com

INFORMATIONS FOR PRESS WITH NOTICERIA
Tatiana Carboni
Phone: (11) 3585-0135/8122-4932
Mail: tatiana@noticeria.com.br