realme has signed Raphinha, forward of FC Barcelona and the Brazil national team, as its new global ambassador in what marks the company’s most ambitious push into football to date.
The partnership is designed to strengthen realme’s position in key markets—particularly Brazil—by leveraging the popularity of football and the growing global profile of Raphinha. At the core of the collaboration is the campaign “Make it Raphinha, Make it realme,†which will anchor the brand’s communication strategy across digital, retail and social platforms.
The campaign is built around the creative concept of the “R prophecy,†drawing a symbolic link between the shared initial of the player and the brand and a lineage of iconic Brazilian footballers such as Romário, Ronaldo Nazário, Ronaldinho and Pelé. Through this narrative, realme aims to position Raphinha as part of a historic continuum of talent and cultural influence tied to Brazilian football.
From a commercial standpoint, the agreement includes extensive use of Raphinha’s image across realme’s ecosystem, spanning e-commerce operations, marketing campaigns and hundreds of physical retail locations. The brand is expected to roll out integrated activations that connect online engagement with in-store experiences, reinforcing visibility at multiple consumer touchpoints.
Beyond marketing, the partnership also carries a social dimension. The deal предуÑматривает the development of community-focused initiatives aimed at supporting young people in vulnerable situations—an area where Raphinha has already demonstrated personal commitment. These programs are expected to combine sport, education and digital inclusion, aligning with realme’s positioning as a youth-oriented technology brand.
“Raphinha already wears the yellow jersey like no other, and now he also carries the ‘R’ of realme with it,†said Joey Shao. “This partnership strengthens our connection with a new generation of fans and consumers.â€
Raphinha emphasized the shared values behind the collaboration, highlighting authenticity, passion and a forward-looking mindset. “We share the same energy to connect with a new generation that lives sport without limits. I’m proud to be part of this journey,†he said.
With this move, realme continues to expand its footprint in sports marketing, using football as a strategic platform to drive brand awareness, cultural relevance and deeper engagement with younger audiences worldwide.