Flamengo unveils brand and business overhaul as club targets global expansion | OneFootball

Flamengo unveiled a brand and business overhaul in Gávea on Friday, aiming for global growth through a sportainment model and a stronger, more integrated digital presence.

According to Coluna Do Fla, four strategic projects were presented by communications director Flávia da Justa, with branding agency AnaCouto involved. The plan draws on benchmarks set by Real Madrid and Barcelona.

The first project is a Digital Hub, initially aggregating club content and the official store, with other channels to be connected over time. It will centralise services and experiences.

Flamengo is also creating URU.HUB to produce and manage media, expanding in-house output and distribution. Partnerships will shift from licensing to co-production, broadening the club’s role.

A new brand architecture will streamline touchpoints and symbols into one system. The portfolio adds three crests, two for football and one for rowing, and elevates the Urubu mascot with a refreshed look.

Headline numbers included R$ 2.1 billion in revenue, the highest in the Americas, and a social following of 90 million, ranking 15th worldwide.

The strategy rests on four pillars, putting fans at the centre across the journey, moving from national club to global brand with international revenues, clarifying positioning with a modernised identity, and unifying the portfolio with clear value for managers, fans and partners.

Source: Coluna Do Fla

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