The Campeonato Paulista will have a new master sponsor from 2026. This Tuesday (30), the FPF (São Paulo Football Federation) announced an agreement with Grupo Casas Bahia, which acquired the naming rights for the competition. As a result, starting next year, the tournament will be renamed Paulistão Casas Bahia.
Conducted by LiveMode, the negotiation includes a package of marketing deliveries with the aim of strengthening the identity of the country’s main state. Among the planned actions are high visibility properties, such as LED panels on the field, official mentions of the narrators, opening vignettes, production of proprietary digital content and special activations.
The brand will also expand its presence with the naming of classics — matches involving the state’s big four: Corinthians, Palmeiras, São Paulo and Santos —, which will be called “Superclássicos Casas Bahia”.
The official debut of the new brand, as well as the opening of the tournament, is scheduled for January 10th.
Before closing with the network, the FPF held negotiations with bookmakers and a bank. The new agreement ends the FPF’s long partnership with Sicredi, which gave its name to Paulista in the last seven editions of the tournament, from 2019 to 2025, and also named nine other championships organized by the federation: the Paulista Feminino, the Men’s and Women’s Copinhas, the Series A2, A3 and A4, the Second Division and the Copa Paulista.
“Paulistão is much more than a championship. It is part of Brazilian culture, history and passion. Being at the forefront of this competition as naming rights holders is a very important step for Casas Bahia in the consistent advancement in the sporting territory. It is a partnership that expands our connection with millions of consumers, in moments of emotion, relevance and large audiences”, says Gustavo Pimenta, commercial and marketing executive director of the Casas Bahia Group.
In a statement, the FPF also valued the partnership with the national retail chain. “Paulistão and Casas Bahia are São Paulo’s heritage, with stories built here, but with national presence and relevance. We are proud and eager to build an innovative, creative partnership that will reinforce fans’ connection with São Paulo football and with Casas Bahia throughout the country”, says Bernardo Itri, FPF’s executive vice-president of marketing and communications.
Casas Bahia resumed its investments in football last year, when it signed sponsorship agreements for the broadcasts of Paulista and the Brazilian Championship on CazéTV, on YouTube.
