Carnaval e soccer They have always walked side by side as maximum expressions of Brazilian popular culture. In 2026, this combination also became the central axis of the company’s marketing strategy. iFoodwhich decided to once and for all assume a positioning based on Brazilianness as a brand asset.
The delivery company, founded in Brazil, wants to make clear something that, according to internal research, is not yet generally known to the public: it is a genuinely Brazilian company. Reinforcing this identity became a priority in the department led by Ana Gabriela Lopes, head of marketing, who summarizes the new phase in two key words: Brazilianness and innovation.
Carnival as a cultural showcase
At the Salvador Carnival, where the InfoMoney closely followed one of the activations invited by the company, the strategy took shape in the sky. A drone show lit up the capital of Bahia with messages that exalted the company’s national origin. Among the images projected were the phrase “iFood is from Brazil” and the face of the mascot Canarinho Pistola, accompanied by the expression “bora pro hexa”.
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The choice was not random. Carnival is perhaps the biggest manifestation of Brazilianness in the country, especially in Salvador, where electric trio, music and crowds create a unique atmosphere. By taking its brand to this environment, iFood speaks directly with the consumer, but also with its delivery people, an essential part of the company’s ecosystem and a constant presence on the streets during the festivities. The brand was also at the Anhembi sambadromes, in São Paulo, and Sapucaí, in Rio de Janeiro.
Canarinho, the great mascot of the Brazilian team, has become popular with the company and should become a central figure in actions throughout the year. He has already appeared in Léo Santana’s electric trio, an artist also sponsored by the brand, and was present in the traditional Camarote 2222, another space supported by iFood.
The idea is to transform the mascot into a recurring symbol of communication, connecting football, celebrations and national identity. He should be a constant figure in the company’s actions during the World Cup.
Football as a permanent platform
If Carnival is the peak of cultural celebration, football is the passion that runs throughout the year. Recently, iFood announced an agreement with the Brazilian Football Confederation to sponsor Brazil’s men’s and women’s teams and youth teams. In 2026, because of the men’s World Cup, the focus of communication will be on men. The following year, the priority will be the women’s team.
The company had already been flirting with the world of football. It was present in CazéTV broadcasts during the 2022 World Cup and repeated the partnership in the 2023 Women’s World Cup. At that time, the initiative was treated internally much more as a movement of innovation and rapprochement with new media formats than as a direct bet on sport. The same reasoning applied to joining the Kings League, a league that mixes football and entertainment.
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Now, the scenario is different. As an official sponsor of the CBF, iFood now has broader access to the assets of the entity and the Brazilian team. In the previous World Cup, the company faced limitations imposed by the World Cup’s rigid marketing manual, which restricts the use of competition brands and symbols.
With the new contract, the expectation is to more consistently explore elements such as Canarinho and the imagery surrounding the hexa, always within the rules, albeit with some limits imposed by FIFA to separate its sponsors and the sponsors of each team.
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Brazilianity as a strategic positioning
iFood executives guarantee that the decision to take ownership of Brazilianness is not a reaction to the entry of Boila Chinese company trying to gain space in the Brazilian delivery market. According to them, this is a movement consistent with the company’s history and with the perception that, in an increasingly competitive sector, identity and emotional connection make a difference.
By combining Carnival and football, iFood tries to occupy a symbolic territory that few can compete for. There are two pillars that summarize what is most recognizable about Brazil in the world. By projecting the Canarinho in the sky of Salvador and by printing “Bora pro Hexa” in its campaigns, the company does not just sell deliveries. Sells belonging.
In a market marked by technology, logistics and price wars, the focus is on brand building. And, in this game, wearing the green and yellow shirt and dancing to the sound of the electric trio can be as strategic as any product innovation.
