Marketing director Cláudio Gomes says that the confederation is trying to eliminate the “diminutive” connotation of competitions
The (Brazilian Football Confederation) is studying renaming the Series B, C and D of the Brazilian Championship from 2027. According to the organization’s marketing director, the idea is to eliminate the connotation “diminutive” from the lower divisions and propose names with greater symbolic value.
The leader stated that the change aims to create a more “emotional” and representative for competitions. One of the new leagues could be called “Brazilian Root League”an example cited by the executive during the , event held in Fernando de Noronha on Tuesday (4.nov.2025).
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“Fans suffer from labeling. Their team has fallen to Series B or D, and this carries a stigma. We want to change this perception, create names that convey belonging and pride”said Gomes.
New identity for football
The project is part of the creation of a “master brand” (mother brand, in free translation) which will bring together all 24 competitions organized by the CBF under a unified visual identity architecture.
“Competitions need to have a life of their own. We need to transform this into a product and disconnect from the exclusive image of the Brazilian team”he stated.
According to Gomes, the name of the new brand has already been defined and will be presented in 2026. The reformulation aims to “translate into a single brand the essence of the game, the soul of the people and the cultural significance of sport for Brazil”these.
Unification and repositioning
The director stated that the CBF hired Brazilian and foreign professionals to develop the new visual system, which will be delivered by the end of 2026. The objective is to modernize the ecosystem of national competitions and create a more commercially attractive product.
“Today, the CBF is at the top of the institutional umbrella. Below it are national teams and competitions, but without unity. There was a lack of a master brand that integrates clubs, leagues and cups”he declared.
Gomes said that the entity wants to sell Brazilian football as a whole, and not each tournament in isolation.
“We need to sell Brazilian football, not competition for the sake of competition. Our ambition is to create a globally exportable brand, prepared for digital consumption, where fans watch, interact and create”he stated.
