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Guarana Antarctica renews major deal with Brazilian Football Confederation

Brazilian soft drinks brand Guarana Antarctica has renewed its partnership with the Brazilian Football Confederation (CBF) for eight more years.

Guarana Antarctican is the country’s best-selling non-cola category drink. It is owned by the AmBev drinks group, a subsidiary of Anheuser-Busch InBev.

The new deal with the CBF runs from 2019-20 to 2026-27, and replaces an 18-year deal signed by Ambev for the brand in 2001, worth a reported BRL36m ($8.8m/€8m) per year.

The renewed deal maintains the brand’s place in the highest-paying bracket of CBF sponsors, along with Brazilian bank Itaú, sporting goods giant Nike and mobile handset brand Vivo.

Under the deal, the Guarana Antarctican brand is displayed prominently on the training kit of both the men’s and women’s Brazilian national teams.

Guarana Antarctica also acquires rights to use players in promotional and advertising campaigns.

Gilberto Ratto, marketing director for the CBF, said: “Guarana Antarctica is a great company and partner of all our national teams. They always do different activations, know how to take advantage of the sponsorship asset, whether with the men’s, women’s and all grassroots teams. They were the first to make an exclusive movie for women…this shows that they know how to leverage the asset and maximise results.”

CBF’s portfolio of partners now includes the four top-tier sponsors mentioned above, plus seven second-tier partners: MasterCard, GOL, CIMED, SEMP TCL, Fiat, Ultrafarma and EE English Live.

According to Brazilian newspaper O Globo, sponsorships are the CBF’s main source of revenue, representing 51.7 per cent of income in 2018.