After row and director exit, São Paulo seal sponsor, shirt nears R$200m | OneFootball

São Paulo announced on Monday (18) a sponsorship deal with Seguros Unimed. The contract runs through December 2028 and will bring R$ 45 million to the club — R$ 15 million per year. The partnership was approved by the Deliberative Council last week.

The sponsorship, now officially confirmed, stirred things behind the scenes at the club because of a R$ 4.5 million commission that would be paid to a company said to have acted as an intermediary in the deal. The contract had to be redone and led to the resignation of marketing director Eduardo Toni.

According to Tricolor, the agreement with Unimed covers both the women’s and men’s football teams and includes the possibility of a two-year extension after 2028. The partnership will support not only the professional squad but also the youth academy.

São Paulo fans will see the Seguros Unimed brand displayed on the lower back of the tricolor jersey, a spot that had been vacant since last year, when the club ended its deal with Blue, another health insurance provider.

But the partnership goes far beyond the four lines: the insurer will have a presence at Morumbi, with exposure on the bench, on the panels and LED rings around the pitch, and on the stadium’s big screen. The company’s logo will also appear on the medical cart and the medical team’s case, in addition to an exclusive box.

“Seguros Unimed is delighted to associate its brand with football through this partnership with São Paulo Futebol Clube. More than a sponsorship, we see sport as a powerful platform for creating genuine connections, valuing stories that so well express our Brazilian identity. We want to expand our reach and reinforce our positioning of caring for people and communities, cheering side by side with millions of fans. Our purpose is to promote well-being, health, and quality of life, showing that the company is always there to care for and protect,” said Renata Ucha, Marketing Superintendent at Seguros Unimed.

In addition to appearing on the uniform, Seguros Unimed will also play a defensive role for Tricolor off the pitch. As the club’s official insurer and provider of its business insurance, the company will help protect the club’s assets.

“Seguros Unimed is taking the field to protect this emotion and care for those who drive the club. As the slogan of our new campaign says: ‘But true faith is not leaving the future in the hands of luck.’ By joining this vibrant passion with the purest security, our alliance grows stronger, proving that ‘Even the Club of Faith has Seguros Unimed,’” Renata Ucha added.

The move into football crowns Seguros Unimed’s presence in sports, as it already supports culture and sports such as volleyball, sponsoring four teams in the Superliga. As part of the Unimed System, present in 92% of Brazilian cities, the brand sees the football pitch as the perfect platform to make its care for people tangible. It is a commitment to be present both in the stands and in people’s daily lives, encouraging health, quality of life, and the nation’s passion.

“It is with great satisfaction that São Paulo Futebol Clube announces the arrival of Seguros Unimed as our new partner. Having a solid, respected brand whose values align with those of the club reinforces the credibility of the project we are building on and off the pitch,” said club president Harry Massis.

With the amounts to be paid by its new partners, Tricolor has reached a historic level in revenue raised from advertising on its kit. If that revenue previously ranged from R$ 60 million to R$ 80 million, it has now reached nearly R$ 200 million. And that is despite some spaces still remaining vacant.

SÃO PAULO’S SPONSORS (ANNUAL VALUES):

Sportswear supplier – New Balance (R$ 50 million) Main sponsor – Superbet (R$ 95 million) Center chest – Elgin (R$ 7.5 million) Upper right chest – Ademicon (R$ 8.5 million) Shoulder blade area (shoulders) – vacant Lower front hem – Moto da Gente (R$ 13.5 million) Sleeve – vacant Lower back hem – Unimed Seguros (R$ 15 million) Shorts front – UniCesumar (R$ 2.25 million) Shorts back – vacant Numbers – Konami (R$ 2 million)

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.