Massis picks new marketing chief, BYD deal for Morumbi tops agenda | OneFootball

São Paulo is close to making Toninho Correa’s appointment official to take over as executive director of marketing and commercial operations. He is expected to fill the position left by Eduardo Toni, who parted ways with the club at the end of April. The official announcement could come in the next few days.

With academic training in administration, management, marketing, and advertising from ESPM, along with a specialization in graphic design and advertising from Panamericana Escola de Arte e Design, Correa has built a solid career in the creative market. He worked at agencies such as Publicis Brasil, where he served as creative director, Africa, as art director, and also at TBWA\Worldwide. He currently serves as co-CEO of the agency Pullse.

Throughout his career, he has collected major awards in the advertising industry, including Silver Lions at Cannes Lions and trophies at the Clio Awards, Effie Awards, and the New York Festival. Correa is also the founder of Bliss, a startup focused on the regulatory journey of medical cannabis in Brazil.

If confirmed, his arrival at São Paulo will mark the executive’s first experience working directly for a football club. Internally, club officials believe his profile fits the club’s current moment, especially because of his background in advertising, branding, and commercial development.

The hiring is part of the restructuring process being led by the Massis administration in the marketing and commercial department.

Eduardo Toni left the position after disagreements involving the sponsorship contract signed with Seguros Unimed. The deal, valued at R$ 45 million over three seasons, included the payment of R$ 4.5 million in commission to New Honest Corretora, a point that raised questions within the Board of Directors.

Since Toni’s departure, the position had remained vacant. In recent weeks, the club also held talks with Rafael Soares, a professional linked to the City Group and currently at Bahia. The negotiations, however, did not progress after Harry Massis decided to take another path in the search for a new name for the department.

Correa is already arriving in the new role needing to define one situation: the naming rights for Morumbi. Without an agreement with Mondelez, the club is close to sealing a deal with BYD worth R$ 600 million over ten years.

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