CBF lands new title sponsor for Brasileirão

The Brazilian Football Confederation (CBF) has agreed a deal for wholesale retail store chain Assaí to become title sponsor of the Campeonato Brasileirão Série A club competition.

The deal begins today (Wednesday) and runs until the end of the 2019 season. The agreement includes the option of an extension.

The league will officially be known as the Brasileirão Assaí as part of the deal. The league has been without a title sponsor since automotive manufacturer Chevrolet ended its partnership in 2016.

Assaí, which has 130 stores in Brazil, will receive brand exposure during Brasileirão matches as part of the deal.

Assaí marketing director Marly Lopes said: “Assaí is embarking on a strong expansion strategy. Increasing its presence in the country and being the main brand of the biggest football championship in Brazil makes us even more present in the lives of our customers.”