A Deep Dive Into Brazil’s Expansion to Miami With CBF Executive Bruno Costa | OneFootball

After setting up shop in Miami, it’s clear that the Brazilian football federation has big plans in North America. We speak with CBF director of international offices and relations Bruno Costa about why the federation chose Miami and how it fits into a broader global strategy.

The Confederação Brasileira de Futebol (CBF) is officially planting its flag in the United States. As global football increasingly intersects with American business and culture, Brazil’s federation has opened its permanent overseas office in Miami, a city quickly becoming one of the sport’s most important international hubs.

One of the executives leading the charge is Bruno Costa, a longtime football professional that became the CBF’s director of international offices and relations in June 2025. Less than a year into his role, Costa has become instrumental in building CBF’s commercial and institutional presence abroad.

The move is not experimental. It marks the first step in a broader global network designed to strengthen the CBF brand, deepen commercial partnerships, engage the Brazilian diaspora, and expand technical collaboration with the United States Soccer Federation and Major League Soccer. Located near key stakeholders such as FIFA and CONCACAF, the Miami office operates as an embassy for Brazilian football, supporting sponsorship deals, institutional relationships, youth scouting initiatives, and women’s development, while reinforcing Brazil’s influence within the global football ecosystem.

We sat down with Costa to discuss the federation’s plans for the future and the strategic locale that is Miami.

Urban Pitch: How does the Miami office fit within the CBF’s long-term internationalization strategy? Is this an experimental expansion or the first node in a broader global network?

Bruno Costa: Our internationalization strategy led us to open our first long-term office outside Brazil, and we chose Miami.

The decision was both strategic and practical. Miami is home to major global football institutions, including a nearby office of FIFA and the regional headquarters of CONCACAF. Our biggest sponsor, Nike, also has a strong presence there, alongside many leading international banks. Being close to these partners and stakeholders strengthens our global positioning.

Beyond football, Miami is one of the fastest-growing cities not only in the United States, but in the world. Geographically, it serves as a natural bridge between North America and Latin America, two regions that are critical to our growth. The city is also home to a large Brazilian and broader Latin American community, making it culturally aligned with our roots.

Timing is another key factor. Brazil will host the 2027 Women’s World Cup, and the United States represents the largest women’s football market in the world. Looking ahead, the 2028 Olympic Games will take place in Los Angeles, further concentrating global sports attention in the U.S. We are also actively working to bring the 2029 Club World Cup to Brazil. Shortly after, the 2031 Women’s World Cup will be hosted across North America and the Caribbean, including Jamaica, Costa Rica, Mexico, and the United States.

Taken together, these sporting milestones, commercial opportunities, and geographic advantages make Miami the right long-term strategic choice for our first international office.

Was the opening of Argentina’s federation office the reason to not get lost in the shuffle and explore the Brazilian-American market?

To be clear, AFA had nothing to do with our decision. Their strategy is completely different from ours. Our approach, priorities, and long-term vision are unique to the Brazilian Football Federation.

We see this office as much more than a commercial outpost. It’s essentially an embassy for Brazilian football in the United States.

One of our main goals is to work closely with the Brazilian community. There are many successful Brazilian entrepreneurs and companies based here who are looking to connect their products and brands back to the Brazilian market. And there is no stronger bridge than football. The sport creates a natural connection between business, culture, and national identity.

On the technical side, we are also building strong foundations. We are organizing training camps for women’s youth teams at the U-15 and U-17 levels. Since opening the office, we have already scouted six or seven dual-national women’s youth players eligible to represent Brazil. That is clearly a key market for us, and we intend to keep developing it.

Most importantly, this office supports every department of the Brazilian Football Federation — marketing, commercial, women’s football, men’s football, youth development, beach soccer, futsal, compliance, and beyond.

As I’ve said, this is a Brazilian football embassy, a hub designed to strengthen and support the entire Brazilian football ecosystem in America.

Where does MLS and U.S. Soccer figure in these plans?

When it comes to MLS and U.S. Soccer, our presence in the United States is a natural fit.

First, Nike is our biggest sponsor and has been a partner of the CBF since 1997. Our current agreement runs through 2038. Given that Nike is a U.S.-based global company, it makes strategic sense for us to have a strong presence here and stay closely connected to such a long-term partner.

On the sporting side, I know Major League Soccer very well. I worked in the league for seven years with the San Jose Earthquakes in California. During that time, I saw firsthand how much the league has grown and how important it has become internationally.

Today, there is significant movement between Brazil and MLS. Many Brazilian players are coming to MLS, and there are also transfers from MLS clubs to the Brazilian league, which is organized by CBF. Because of this exchange, it’s essential for CBF to stay informed and bring the best insights and information back into our ecosystem.

I was recently in meetings at the United States Soccer Federation office in Atlanta, and we have a very strong and open line of communication. The relationship between U.S. Soccer and CBF is positive and collaborative.

Having an office in the U.S. allows us to strengthen that relationship even further and continue building joint strategies between the two federations for the future.

In practical terms, how do you measure strengthening the CBF brand internationally? What KPIs define success for this office?

The main KPI for this office is simple but powerful: having a physical presence in the United States. It gives us a place to do business, host meetings, receive partners, and welcome everyone involved in the football industry.

Since opening the Miami office five to six months ago, we’ve already seen tangible results. We’ve closed new agreements with major companies such as Uber, Volkswagen, and iFood. These partnerships are the direct result of the relationships and communication we are building from Miami within the broader CBF ecosystem.

Internationally and from a brand perspective, opening the office was absolutely the right decision. In just a few months, it has already generated new deals and created meaningful opportunities that directly benefit Brazilian football as a whole.

The Future of Brazilian Football in the United States

  View this post on Instagram   A post shared by FIFA Women’s World Cup (@fifawomensworldcup)

Are there plans to increase Brazil national team friendlies, youth tournaments, or women’s competitions in the U.S. after the 2026 World Cup?

Yes, this is already in motion. Brazil’s women’s youth national teams will be coming to the United States next month, and we are currently in discussions with the United States Soccer Federation to organize training camps here for Brazil’s men’s youth national teams as well.

There is already strong and consistent communication between both sides. And following the next World Cup cycle, we expect even greater collaboration and exchange between U.S. Soccer, American football more broadly, and Brazil, at both the youth and senior levels.

Go Deeper

South American Football Clubs and the Shadow of Privatization

November 14, 2024

Establishing institutional relationships in the U.S. involves navigating different governance models. What have been the main cultural or structural differences between Brazilian and American sports administration?

Brazilian football has gone through significant changes since 2021, when the SAF — Sociedade Anônima do Futebol — legislation was introduced. This law allows clubs to become companies and have owners, which marked a major shift in the structure of the game in Brazil.

As a result, international groups such as City Group and Red Bull GmbH have invested in Brazilian clubs. That represents an important cultural change for Brazilian football and brings the model closer, in some ways, to what we see in the United States.

In Brazil, investors can now own clubs, but the leagues and competitions are still organized and run by the CBF.

At the same time, Brazil still has traditional member-owned, or associative, clubs such as Palmeiras and Flamengo, which remain very well managed without private ownership.

Other historic clubs including Vasco da Gama, Atlético Mineiro, Botafogo, and Cruzeiro transitioned to the SAF model, often after facing significant financial challenges and debt. New investors stepped in to restructure and stabilize those clubs.

So today, Brazil has a mixed system. Some clubs remain member-owned and financially strong, while others operate under private ownership. It’s a period of transformation, with new models, new investment, and a lot of evolution happening across Brazilian football.

Go Deeper

MLS and Copa Libertadores: A Match Made in Heaven or Just a Cheap Payday for CONMEBOL?

February 19, 2026

MLS and Copa Libertadores

Is there a chance that this type of relationship helps MLS get into Copa Libertadores?

Yes, there are definitely ongoing conversations. As you may remember, Mexican clubs used to compete in the Copa Libertadores in the past. That naturally leads to discussions about whether, in the future, CONCACAF clubs could participate in Libertadores again. At this stage, that’s a decision for CONMEBOL to make, together with other stakeholders.

Geographically, it can be challenging, especially for clubs from the United States and Mexico, given the travel distances and scheduling demands. But in football, you can never rule anything out.

We’ve already seen collaboration before. For example, Copa América has included both CONMEBOL and CONCACAF nations in past editions, showing that intercontinental partnerships are possible.

We live in a global football economy now. Federations and confederations have to evaluate the sporting, commercial, and logistical aspects carefully and understand the market before making major decisions. So while nothing is confirmed, the conversations themselves reflect how interconnected the game has become.

In an increasingly globalized football ecosystem, where does Brazil stand at the moment?

As I said before, we live in a global football world, and the Brazilian league has earned real international recognition. A recent study released about a month ago ranked Brazil’s top division as the second strongest league in the world. That says a lot about the level and competitiveness of the game.

Brazilian clubs have also performed very well on the global stage. At the recent FIFA Club World Cup, all four Brazilian clubs advanced past the first stage. Fluminense reached the semifinals, and the other Brazilian teams made it to the quarterfinals, a strong overall showing.

In South America, the dominance has been even clearer. Brazilian clubs have won 11 of the last 15 editions of the Copa Libertadores. In fact, since 2019, Brazilian teams have won every single Libertadores title.

All of that demonstrates the strength, depth, and consistency of the Brazilian league, and shows just how strong Brazilian football is right now.

Interview edited for clarity and brevity.