A Brazilian Football Confederation 2026 is experiencing a moment that goes beyond the four lines. In the year of the World Cup, the entity is trying to consolidate a change in image after years marked by institutional crises and loss of credibility in the market. The most recent movement came with the announcement of she as the new sponsor of the national teams until 2030, reinforcing a portfolio that is gaining weight again.
The brand, which belongs to the giant MBRFwill also be the official protein supplier for players. With this, CBF reaches nine sponsors in the middle of the World Cup cycle, alongside names like Nike, Ambev, Vivo, Itaú, iFood, Volkswagen, Uber e Cimed.
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Although the entity does not confirm values, the advertising market estimates revenues of around R$170 million this year, still below the target of R$250 million stipulated internally for World Cup cycles. Even so, the scenario already represents recovery after a period of relevant losses.
In recent years, the CBF has seen its image directly impacted by scandals involving directors such as Rogério Caboclo and Ednaldo Rodrigues. The effect was immediate: brands such as Gol, Mastercard, Pague Menos and TCL left the list of sponsors in recent years.
Now, under the management of Samir Xaud, the strategy is clear: rebuild reputation using assets capable of generating identification and engagement. The World Cup works as a natural catalyst for this process, but CBF also invests in symbols and characters to reposition its brand.
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One of the main pillars of this new phase is Carlo Ancelotti. The coach, treated as a global star, is already participating in advertising campaigns and should have his image continuously explored until the World Cup. The coach’s arrival created an “Ancelotti effect” in the market, increasing commercial interest.
Another rescued asset is Canarinho, which once again appears more frequently in promotional actions and digital content. The idea is to recover historical elements of the selection and bring them closer to new generations.
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At the same time, Nike takes advantage of the moment to take a step considered historic in the partnership. The supplier launched the away uniform with the Jordan brand, linked to the icon Michael Jordan, which will be used for the first time in the friendly against France.
The initiative reinforces the attempt to connect the Brazilian team to a global aesthetic that transcends football.
Reginaldo Diniz, CEO of End to End, recalls that, 22 years ago, Michael Jordan announced his retirement on the basketball court, and outside of it, the Nike sub-brand, which bears his name, reached US$7 billion in 2024, representing growth of 6% compared to the previous year.
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“Many strategies drove this growth, including the Netflix documentary, Last Dance, as well as the expansion in items not related to basketball. An increasingly timeless brand that brings the image of an icon that refers to the hunger to win, and within this line, enters the life of the Brazilian team. If this is confirmed, it could be another reason for us to connect fans of different generations and sports in the search for the long-awaited hexa”, says Diniz.
In the same vein, professor Ivan Martinho, from ESPM, sees strategy as a fusion between tradition and innovation. “If the Brazilian team were to adopt a similar approach to PSG, incorporating the Jordan Brand aesthetic into their away kit for the 2026 World Cup, it would represent a bold fusion between tradition and innovation. It would be a way of connecting Brazilian football with urban culture and global fashion, especially significant in the context of the World Cup being hosted in the United States, the birthplace of Nike and Michael Jordan”, he analyzes.
Between new contracts, reactivation of symbols and the push of a media coach, the CBF is trying to show that it has turned a corner. Still far from ideal financial goals, the entity is betting that the World Cup cycle and the new image package will be enough to transform, once and for all, the market’s perception.
