Cruzeiro signs innovative shirt sponsorship deal

Campeonato Brasileiro Série A football club Cruzeiro has signed a shirt sponsorship deal with the UninCor 5 Estrellas university.

The university, which has been developed by Instituto 5 Estrellas and UninCor, will receive brand exposure on the back of the Belo Horizonte-based club’s shirts. The deal initially runs until the end of the 2018 season.

As part of the agreement, Instituto members and Cruzeiro supporters will receive a 50-per-cent discount on tuition services at the university if they enrol by December. From 2019 the discount will be 40 per cent.

The agreement will also see Cruzeiro defender Léo become a UninCor student, while all Cruzeiro youth players will be offered free scholarships.

President of the Instituto 5 Estrellas, Fernanda São José, said: “The goal of the Instituto 5 Estrellas is not just to offer sport by itself. We want to promote human development and citizenship. We need to teach human beings, from an early age, to act with ethics, values and principles, and this is done through education. This partnership with Cruzeiro and with UninCor 5 Estrellas is fundamental for the development of the work of the institute.”