The Brazilian Football Confederation (CBF) has officially announced a powerhouse sponsorship deal with Sadia, one of the nation’s most iconic food brands. The agreement, finalized on Wednesday, March 11, 2026, secures Sadia as a primary partner for all Brazilian national teams through 2030.
As part of the long-term deal, Sadia will serve as the official protein provider for Brazil’s elite athletes. The brand joins an elite portfolio of CBF sponsors that includes global giants such as Nike, Ambev, Vivo, Itaú, Volkswagen, and Uber.
Branding and Fan Engagement
The partnership is set to be highly visible both on and off the pitch. Fans can expect to see the Sadia logo on:
- Official team buses for both Men’s and Women’s squads.
- Training kits and locker room facilities.
- Special collaborations featuring Sadia’s mascot, Lek Trek, alongside the beloved Canarinho.
To celebrate the launch, Sadia is releasing a limited-edition product line with football-themed packaging, designed to connect with millions of fans ahead of upcoming World Cup cycles.
A Vote of Confidence in Brazilian Football
CBF President Samir Xaud highlighted the institutional importance of the deal, noting that the arrival of such a “historic and beloved brand” reinforces the credibility of the Brazilian National Team in the commercial landscape. The activation will include massive TV campaigns, social media integration, and “live marketing” events across the country.