Casas Bahia extends Paulistão naming-rights deal by two years | OneFootball

The Federação Paulista de Futebol announced a two-year extension of the Paulistão naming-rights deal with Casas Bahia, confirming title sponsorship in 2027 and 2028. The federation said the first year connected naturally with fans and that the extension is further evidence of the competition's sporting and commercial success.

The renewal was unveiled on social platforms through the Paulistão Casas Bahia +2 campaign, featuring Fanaticão, the Paulista Football mascot, roaming busy areas with a substitution board to signal the extra two years, before meeting Baianinho at a store.

Negotiations, run jointly with LiveMode, will include a new package of exclusive assets to further strengthen the Paulistão Casas Bahia identity. Results from the first season helped to drive the renewal.

In 2026, the retailer turned championship activations into real sales opportunities. A standout was the coin toss mechanic, which began awarding products from its portfolio.

Those items were then promoted in stores and across digital channels.

Source: Diario Do Peixe