Soft drinks giant Coca-Cola has announced a new agreement with Brazilian soccer’s CBF governing body that will see it sponsor a slate of domestic competitions for the next two years.
Under the agreement, Coca-Cola becomes an official sponsor of the men’s Brasileirão Serie A and second-tier Serie B, and the women’s top-tier Brasileirão Feminino, as well as the men’s and women’s Copa do Brasil cup competition through 2027.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal will give Coca-Cola extensive media coverage and activation opportunities in the 2026 and 2027 seasons, including placements on LED panels, static billboards, interview backdrops, special events at women’s competitions, digital content, and more.
The wide-ranging sponsorship gives Coca-Cola increased visibility in Brazilian soccer ahead of the FIFA 2027 Women’s World Cup, which is being hosted by Brazil.
Coca-Cola had a long-standing presence within Brazilian soccer starting from 1987 when the brand featured on the Brazil national team shirt during a friendly match against Chile, which turned into a long-term deal in 1991.
However, the contract ended abruptly in 2001 when CBF signed with AB-InBev-owned Guarana Antarctica, which remains a sponsor of the national team. The pair last renewed their deal in 2019 for a further eight years.
The deal adds to CBF’s recent commercial activity, having announced a new licensing and marketing partnership with video game developer Electronic Arts in May and German carmaker Volkswagen in February.
The governing body has a long-standing partnership with sportswear giant Nike, with the pair’s contract running through 2038.
