CBF feeds commercial hunger with BRF partnership

The Brazilian Football Confederation (CBF) has signed another major sponsorship deal ahead of the national team’s participation in the 2013 Fifa Confederations Cup, with food company BRF agreeing a contract through to 2022.

The agreement covers Brazil’s senior men’s team, along with all of the CBF’s other representative squads. BRF has chosen to promote Sadia through the partnership, with the brand being the company’s biggest asset in the foreign market. Financial details of the deal were not disclosed.

Jose Antonio Fay, president of BRF, said: “The Sadia brand, for its leadership here and in several markets, was chosen to represent the BRF. But football is very big and there are several possible ways in which we can activate our brands.”

The BRF agreement comes after the CBF last week closed a six-year sponsorship deal with health services company Unimed Seguros, while airline Gol Linhas Aéreas last month sealed a four-year agreement.

The CBF’s sponsor roster also includes Nike, Itau, Vivo, Guarana Antarctica, Seara, Nestle, Extra, Gillette, Volkswagen and MasterCard.