Sadia (with a contract worth R$400 million until 2031), Uber, Volkswagen, iFood and others entered (or returned) to the game, expanding the entity’s portfolio in the midst of the World Cup
In recent days, the CBF announced more official sponsors — and, based on the volume of investments, they are all major players in the market.
Sadia (with a contract worth R$400 million until 2031), Uber, Volkswagen, iFood and others entered (or returned) to the game, expanding the entity’s portfolio in the middle of the World Cup.
In clubs, the same thing: advertisers keep arriving. But on social media, the questions don’t stop: don’t these companies care about the reputation of the management of sports entities? With the scandals, the controversies, the constant criticism?
I understand that yes, they care. But they prioritize return on investment (ROI). As long as the Brazilian team — or the Argentine team, for example — delivers success on the field, global excitement and a legion of passionate fans, the brand continues to be worth its weight in gold.
The controversial management turns into “background noise”: noise that is annoying, but does not justify abandoning such a profitable asset.
It’s the classic: the show must go on. If one day the appeal really drops — prolonged drought of titles, lack of public interest or irrecoverable scandals — then the sponsors will quickly rethink and run away.
For now, the field rules. The ball rolling decides more than any headline.
Another question that has popped up recently: “What about strict compliance in all this? Is there no reputational risk?”
And, in practice, it adopts the same logic: the show must go on.
Ah, but Brazil doesn’t have recent titles… True. The last World Cup was in 2002, and the recent eliminations hurt.
Even so, for investors, the Brazil brand is historic. The unbeatable legacy — Pelé, Ronaldo, Romário, hopscotch, the five stars — is still seen as an unshakable treasure.
As long as there is a real chance to shine, to deliver massive visibility and excitement, there will always be an interest in linking the brand’s image to the power of football.
This applies all over the world: from Europe to Latin America, big brands embrace the game when the ball really rolls.
(Author’s note: Text transcribed and adjusted from the original audio recording, with spelling corrections and improvements in reading fluidity)
*This text does not necessarily reflect the opinion of Jovem Pan.
