CBF unveils Sadia as Brazil's official protein supplier 🇧🇷 | OneFootball

CBF has a new sponsor. It is Sadia, the most valuable food brand in Brazil¹, which will sponsor the Brazilian National Football Teams until 2030 and will be the official protein supplier for the athletes, reinforcing its constant presence in the daily lives of Brazilians, in sports, and in moments of high cultural and emotional mobilization, such as the FIFA World Cup. To mark the partnership, Sadia will launch a limited edition of various portfolio items with special packaging referring to the partnership with CBF.

“We are very happy to announce this institutional achievement of the Brazilian Football Confederation. The arrival of Sadia reinforces the prestige and credibility of the Brazilian National Team in the sports and market scenario. It is a historic brand, beloved by Brazilians, that now walks alongside all our Teams. This partnership demonstrates that great companies continue to believe in the strength, tradition, and enormous potential of Brazilian football to connect with millions of fans inside and outside the country,” said Samir Xaud, president of CBF.

Luiz Franco, Executive Director of Marketing and Innovation at MBRF, also celebrated the agreement with CBF, especially in a World Cup year.

“The World Cup period boosts categories related to shared meals at home, snack consumption, and barbecues. This is a rare moment of collective attention that goes far beyond the game, combining emotion, convenience, and consumption. For Sadia, being present in this territory means accompanying the consumer in moments when they gather, celebrate, and share experiences, and it is an opportunity to reinforce the versatility of its multi-protein portfolio,” said Luiz Franco.

Data from NielsenIQ shows that the World Cup is one of the main consumption seasonalities in Brazil, with significant growth in categories related to home gatherings. In previous editions of the tournament, items for snacks and barbecues were among the most mentioned by consumers as part of the experience of watching the games, reinforcing the role of the date as a driver of home consumption.

Besides the direct impact on sales, the World Cup consolidates itself as a major point of cultural convergence. According to data from Winnin, this seasonality connects sports, entertainment, and social habits, creating an environment where brands authentically inserted gain greater relevance and engagement in cultural conversations. This insight reinforces Sadia's strategy, which maintains a relevant and continuous presence in territories such as sports, games, and music.

The new sponsorship includes visibility actions for Sadia on the official buses of the men's and women's Teams, on training uniforms and locker rooms, and at different points of contact with the public, in addition to the presence of Lek Trek and Canarinho in various opportunities, TV advertising campaigns, live marketing initiatives, social media, and branding.

“The partnership with Sadia represents an important milestone in the brand expansion strategy of CBF. We are uniting our identity with a brand that is synonymous with quality, trust, and presence in the daily lives of Brazilians. Sadia is part of family tables during moments of celebration, unity, and joy, values that also drive football and our Teams. We are very happy to know that our brand will be alongside products that accompany Brazil in its best occasions,” declared Bernardo Bessa, Marketing Director of Teams at CBF.

With a consolidated history of supporting sports, especially football and basketball, as well as continuous presence in high-engagement properties such as the NBA in Brazil and the recent sponsorship of the Kings League, Sadia resumes its partnership with the Brazilian National Team, reaffirming its tradition and connection with occasions that mobilize the Brazilian consumer.

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