Flamengo unveil sportainment-led brand and business strategy for global growth | OneFootball

According to Globo.com, Flamengo unveiled a new brand and business strategy in Gávea on Friday morning, built on sportainment to grow their global reach. The plan seeks to deepen ties with supporters through content.

Led by communications director Flávia da Justa with branding agency AnaCouto, the plan aims to emulate the international scale of Real Madrid and Barcelona while putting fans at the centre.

Implementation has begun with four projects. A Digital Hub will centralise content services and the official shop at flamengo.com.br, and URU.HUB will manage media production, growing in-house output, widening distribution and supplying third-party platforms as a co-producer.

A new brand architecture will unify touchpoints from content consumption to membership programmes. Flamengo highlighted its commercial strength, citing the 15th most-followed team status on social media, revenue of R$ 2.1 billion, the highest in the Americas, and 90 million followers.

Visual assets are being streamlined to three crests, two for football and one for rowing. The Urubu emblem has been redesigned and formalised as a standalone brand.

Agency chief executive Ana Couto said the platform is built around business units, assigning clear roles to each brand and balancing the master brand with sub-brand autonomy. The strategy prioritises fans across the matchday journey, clarifies positioning and visuals, and pursues a shift from national club to global brand under a single architecture.

Source: Globo.com

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