Soft drinks giant Coca-Cola has returned to Brazilian football after signing a new agreement with the Brazilian Football Confederation (CBF) covering the country’s leading domestic competitions.
Under the two-year agreement, Coca-Cola will become an official sponsor of the men’s Brasileirão Serie A and Serie B, the women’s top-flight Brasileirão Feminino, as well as the men’s and women’s Copa do Brasil competitions through 2027.
The partnership will provide Coca-Cola with extensive visibility and activation opportunities throughout the 2026 and 2027 seasons. The deal includes branding on LED advertising boards, static billboards and interview backdrops, as well as special events around women’s competitions, digital content and other promotional activities.
Strategic return ahead of 2027 Women’s World Cup
The agreement will strengthen Coca-Cola’s presence in Brazilian football ahead of the 2027 FIFA Women’s World Cup, which will be hosted by Brazil.
The brand has a long history in Brazilian football. Coca-Cola first appeared on the Brazil national team shirt during a friendly against Chile in 1987, with the relationship developing into a long-term partnership in 1991.
However, the partnership ended in 2001 after the CBF signed a deal with AB InBev-owned Guaraná Antarctica, which remains a sponsor of the Brazilian national team.
The latest agreement adds to the CBF’s recent commercial activity. The governing body has also signed a licensing and marketing partnership with video game developer Electronic Arts and a commercial deal with German automotive giant Volkswagen.
The CBF also maintains a long-term partnership with sportswear brand Nike, with the current agreement running through 2038.