The biggest, on Monday (18), also became a huge amusement park for CBF sponsors. Instead of the traditional quick announcement of the list, as many teams around the world do, the entity bet on a mega event at the Museum of Tomorrow, in Rio de Janeiro, transforming Carlo Ancelotti’s call into an entertainment product and brand experience.
The choice divided opinions among fans and analysts, but pleased commercial partners. Sponsors like Nike, Guarana Antarctica, iFood, Cimed, Azul, Vivo, she, Volkswagen, Google Gemini, Amazon e Uber they had dedicated spaces for activations and relationships.
The event made clear an increasingly strong movement in the sports market: brands want to sell experiences, exclusivity and emotional proximity to their customers, giving the impression of something unique.
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The arrival of Carlo Ancelotti alongside the Canarinho Pistola in a new Volkswagen launch symbolized this concept. The call went from being just a sporting event to becoming a corporate spectacle, with special guests, Instagrammable activations and actions designed to generate content and engagement on social media.
Engagement
The business impact immediately showed in the engagement numbers. THE CazéTV recorded one of the largest audiences in its history outside of game broadcasts and reached 4 million connected devices at the time of the call. In just 24 hours, the content already accumulated almost 20 million views. THE GETV also performed strongly, with 1.5 million connected devices and 13 million total views.
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In official channels, the Confederation reaped the fruits of the strategy. CBF TV had 4.1 million views on YouTube, while the entity’s profile on Instagram gained more than 500 thousand followers in less than 24 hours, surpassing the 20.5 million mark, reinforcing another platform to activate its sponsors.
On open television, the event also became a mass product. THE TV Globo scored an average of 19 points and a peak of 23 in Greater São Paulo, a performance well above the usual average for the time slot, which is around 14 points.
The ceremony was designed to increase the brands’ exposure time. Shows like Dilsinho, as well as videos paying homage to former players and coach Mário Zagallo, helped transform the call-up into a great entertainment program. At all times, CBF’s commercial properties appeared as part of the show.
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The scale of the event was also impressive behind the scenes. The convocation brought together more than 1,000 guests, a record number for this type of ceremony. Among them were commercial partners, authorities, club representatives and sponsors. There were 700 accredited journalists from 14 different countries alone, reinforcing the international reach of the action.
Women’s football
The event also served as a strategic platform for another commercial objective of the entity: boosting Brazilian women’s football with an eye on the Women’s World Cup in 2027. Taking advantage of the attention focused on the men’s team, the CBF put names linked to the women’s project on stage, such as Aline Pellegrino, Cris Gambaré and Arthur Elias.
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The strategy is part of the entity’s commercial modernization, which attempts to position women’s football as an increasingly relevant media product for sponsors. “Today we work on the main assets of women’s football in Brazil and the focus has been on executing the planning to maximize these properties, consolidating the sport as a highly relevant and attractive media product for brands.
With the 2027 World Cup on the horizon, it is necessary to strategically take advantage of every opportunity to build a lasting legacy of engagement and commercial value that goes far beyond the four lines”, said Mônica Esperidião, CSO of FSports, the agency responsible for commercializing CBF women’s football rights between 2025 and 2029.
