This article contains information regarding the organisations enjoying a strong branding presence across the Brazil men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Brazilian Football Confederation.
Name of the football association: Brazilian Football Confederation (Portuguese: Confederação Brasileira de Futebol; CBF)
Also read: FIFA Women’s World Cup 2023 Sponsors
The American sportswear giant signed on with the CBF as its official kit sponsor in 1997 and has held the role ever since. Nike’s deal with the CBF at one point was one of the most expensive international football kit deals, worth around US$50 million per year.
In 2019, the CBF renewed its sponsorship deal with Guaraná Antarctica for another eight years, updating the deal which started in 2001. The soft drink company’s renewed sponsorship with the CBF sees the deal run through 2026-27 in an agreement reportedly worth US$8.8 million per year.
In 2015, Vivo, a telecommunications brand part of the Telefonica Group, signed an eight-year extension agreement with the CBF. The deal is reportedly worth around US$15.2 million per year. The deal makes Vivo the exclusive sponsor of the Brazil national teams’ communications.
The two parties first partnered in 2005.
Banco Itaú, a São Paulo-headquartered Brazilian financial institution, is a long-time sponsor of the CBF. In 2014, the bank renewed its sponsorship agreement with the federation in an eight-year deal in 2014, continuing as an official partner of the Brazil men’s, women’s and youth national football teams. As per the deal, Itaú gets logo placement on the Brazil teams’ training shirts and bibs.
In August 2022, Itaú renewed its partnership with the CBF in a four-year agreement, extending its support to the Brazil national esports team (eSeleção) as well as the federation’s esports championship, the eBrasileirão.
The Rio de Janeiro-based Brazilian electric services company has been a major supporter of women’s football in Brazil since March 20022, when it signed a three-year deal with the CBF.
As per the deal, Neoenergia serves as a title sponsor of the Brasileirão Feminino, while also sponsoring the Copa do Brasil Feminina as well as the Brazil women’s national football team. The deal also entails women’s football-oriented grassroots initiatives.
Mastercard first became an official sponsor of the Brazilian men’s national football team in 2012 in a deal that ran through 2020 but was later extended to run until 2024.
The sponsorship allows Mastercard signage and ad opportunities, along with promoting its brand through the various media platforms of the CBF.
In March 2017, the CBF renewed its contract with Rio de Janeiro-headquartered GOL Linhas Aéreas airlines to keep it as the official airline partner of the Brazilian national football teams.
As per the deal, GOL serves as the official carrier of the Brazilian national teams while also serving as one of their sponsors. The airline also serves as a sponsor to the Campeonato Brasileiro Série A.
Garena Fee Fire
Free Fire, a Battle Royale game developed by 111dots Studio and Singaporean esports company Garena, was announced as an official partner of the Brazil national football teams as part of a two-year agreement with the CBF in August 2021.
Apart from branding rights, the partnership also entails collaborative activations, with Seleção-themed in-game items made available for Free Fire players over the course of the partnership.
Developed by Chinese company Beijing Kuaishou Technology, Kwai is a short-video social network app that was announced as an official sponsor of the men’s and women’s Brazil national football teams in September 2021. The deal is set to run until the end of 2023.
Apart from branding rights, the partnership also entails Kwai getting behind-the-scenes access to the aforementioned Brazilian national teams in order to create exclusive content.
The Brazilian online beverage delivery service, owned by São Paulo-based brewing company Ambev, was announced as an official sponsor of the men’s and women’s Brazil national football teams in October 2022. The deal is set to run until the end of 2023.
Brazilian pharmaceuticals company CIMED renewed its sponsorship with the CBF in 2018, with the new deal running through 2023. It initially joined as a sponsor of the CBF in 2016. The deal was reportedly worth US$8.4 million for an initial period of four years. The sponsorship deal sees CIMED’s branding made visible across CBF hoardings and interviews panels.
The CBF deal saw the pharmaceutical company, which had previously generally sponsored motorsports and volleyball in the country, direct its focus in the football market with the hope of generating and developing new talent in Brazil.
The Fortaleza-based Brazilian pharmacy chain was announced as an official sponsor of the men’s and women’s Brazil national football teams in December 2020 in a deal set to run until 2024.
Apart from branding rights across CBF assets, the deal also entails activation opportunities with the federation’s official mascot, “Canarinho”.
The CBF joined hands with consumer electronics company SEMP TCL in early 2019 on a three-year deal. The deal sees SEMP TCL gain exclusive rights to the Brazil men’s national football team across the electronics sector, promoting them in various advertisement campaigns and also developing customised products.
As part of the deal, SEMP TCL’s logo is present during interviews in the backdrops and on the boards during the training sessions of the Brazil teams. The company also works with the CBF to create content for the smart televisions.
Operating across Argentina, Brazil, Chile, Colombia, Mexico, Perú, Spain and Turkey, the Mexico City-based used car retailer was announced as a sponsor of Brazil’s men’s, women’s and youth national football teams in February 2022 as part of an agreement with the CBF. This deal is currently set to run until 2025.
Operating across Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, México, Perú and Uruguay, the online food, grocery and pharmaceuticals delivery platform was announced as an official sponsor of the Brazil men’s and women’s national football teams in October 2022.
Café 3 Corações
The Fortaleza-based Brazilian coffee brand is also an official partner of the CBF.
Cesena-based Italian technological fitness products manufacturer and supplier Technogym joined hands with the CBF in 2018 as the official supplier of training equipment, digital solutions and expertise to its national football teams. As part of the deal, Technogym provides the CBF-affiliated teams with innovative training products that help them train in the best way possible.
The Newry-based manufacturer of sports science and performance analysis products tied up with the CBF on a long-term deal in April 2018. The deal started with the STATSports team providing GPS devices to the Brazil men’s national football team during the 2018 Men’s World Cup, which it continues to do so as the CBF feeds off the data provided by the Northern Irish firm.
Providing valuable performance data during practice sessions and games, STATSports’ feedback is invaluable to the players and coaching staff alike. Distance covered, speed, acceleration, insight on player load and fatigue levels as well as analysing physical attributes of the players help the coaching staff plan better.
The Codognè-based Italian manufacturer of portable electro-medical equipment has served as an official partner of the Brazil men’s national football team since July 2021. Apart from branding rights, the deal sees Globus supply the team with its range of medical equipment.