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Digi+ partners with Athletico Paranaense in profit-sharing deal

Brazilian Série A club Athletico Paranaense has signed up banking group Banco Renner as the club’s new main shirt sponsor.

The deal will support Banco Renner’s Digi+ bank brand, which will emblazon the team shirts.

Under the deal, Digi+ will create a co-branded banking service and will split the profits of the new venture.

Mario Celso Petraglia, chairman of Athletico Paranense, said: “In this case, this value will be variable. There will be no limit, it will depend on the work and involvement that the Atletican nation will give to the project.”

The co-branded banking partnership model – with lower fixed rights values, but potentially greater gains – has become a fast-growing trend in Brazilian football.

Starting with São Paulo and Banco Inter two years ago, the model has been taken up this year by Banco BMG in deals with Corinthians, Atlético Mineiro and Vasco, and Banco BS2 with Flamengo.

Earlier this month, Digi+ struck a deal with Cruzeiro using the same partnership model.

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