With changes at Urubu, Flamengo revamps brand strategy, eyes global growth | OneFootball

Flamengo unveiled new developments at a meeting in Gávea

This Friday (07), in Gávea, Flamengo presented a new strategy to strengthen its brand and expand business. The proposal is based on the concept of “Sportainment,” which combines sports, entertainment, and content production. Even Urubu, Mengão’s mascot, has been updated.

In addition, the club intends to expand its digital presence and bring fans even closer. To do this, Flamengo has begun implementing four strategic projects. The presentation was led by Flávia da Justa, the club’s communications director.

The initiative also included the participation of AnaCouto, a branding agency. According to Flamengo, the strategy draws inspiration from major international clubs. Among the examples mentioned were Real Madrid (ESP) and Barcelona (ESP).

— Flamengo is one of the biggest brands in Brazil and has a unique connection with its fans. Our challenge was to structure that greatness into an integrated brand and business model, putting the fans at the center of every decision and preparing the club for new growth opportunities — said Flávia da Justa.

HOW WILL FLAMENGO’S NEW DIGITAL HUB WORK?

The first initiative presented by Flamengo is the Digital Hub. Initially, the platform will bring together the content produced by the club and the official store. However, the idea is to expand this integration. In this way, Flamengo’s other digital channels are expected to be connected to the new environment.

With this, the club aims to centralize services and content in a more integrated digital structure. The goal is also to make it easier for fans to access the different experiences offered by the institution.

WHAT CHANGES IN CONTENT PRODUCTION?

Another new development is the creation of URU.HUB, focused on media and content production and management. With the new structure, Flamengo intends to expand the creation of its own materials. In addition, the club seeks to increase the distribution of this content across different platforms.

The strategy also changes the relationship with third-party companies. Instead of only licensing certain products, Flamengo also intends to act as a co-producer of content. Therefore, the initiative expands the club’s role in the media and entertainment market.

WHY WILL FLAMENGO UNIFY ITS BRANDS?

The overhaul also involves a new brand architecture. The proposal is to organize the different points of contact between Flamengo and its fans. In this context, content, products, and relationship programs will follow a more integrated logic. In this way, the club seeks to streamline communication and strengthen its identity.

During the presentation, Flamengo also highlighted figures related to the brand’s commercial strength:

In addition, the project includes a reorganization of the symbols used by the club. The new architecture aims to bring the different brands together into a single system. As a result, communication with fans and partners should become simpler.

WHICH CRESTS WILL THE CLUB USE?

Under the new proposal, Flamengo will begin working with three crests. Two of them are related to football, while the third represents rowing. The change is part of an effort to visually organize the club’s portfolio. In this way, the institution intends to make the role of each brand clearer.

Urubu, Flamengo’s traditional symbol, has also been given brand status. To match the new identity, the character underwent a visual redesign. According to Ana Couto, CEO of the agency responsible for the project, the organization of the brands will play a strategic role in expanding business.

Photo: Reproduction

— We organized the sportainment platform based on the logic of business units. Each brand in the portfolio was given a defined strategic role, balancing the strength of the parent brand with the autonomy of the sub-brands — said Ana Couto, CEO of anacouto agency.

WHAT ARE THE GUIDELINES OF THE NEW PROJECT?

The strategy presented by Flamengo is based on four main pillars. The club therefore intends to use these guidelines to direct the evolution of the brand and its business.

In this way, Flamengo seeks to transform its sporting strength into a broader business platform. At the same time, the club intends to strengthen its connection with the fans. The strategy also represents an attempt to expand the brand’s international presence. Thus, Flamengo now treats content, entertainment, and business as parts of the same structure.

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