Coca-Cola has emerged as the new official sponsor of football competitions organized by the Brazilian Confederation of Football (CBF), including Brasileirão, COPA do Brasil and others. The agreement will last until 2027, reflecting the growing importance of Coca-Cola in the country’s football scene.

The contract will see investments into digital content production and on-field activations during 2026 and 2027 seasons. Activities will include LED screen broadcasts at matches, static boards, background areas for interviews, and special fan-centric engagements.

For women's football, the partnership is of special importance as Brazil prepares to host Copa do Mundo Feminina 2027. The agreement confirms that the women’s sport is on a growth trajectory, attracting brands such as Amazon, Hyundai, Itambé alongside others already present.

'Occupying important spaces in these tournaments reinforces our commitment to be closer to people,' affirmed Julio Lopez, Vice-President of Marketing for Coca-Cola Brasil. 'Collaborations with major brands strengthen football and offer opportunities for the sport’s growth,' commented CBF President Samir Xaud.

The coming on board of Coca-Cola adds momentum to women's football as it takes center stage before the World Cup. COO Ruskaya Zanini from FSports observed that such a partnership underlines the importance of national competitions in nurturing and developing players who will represent Brazil on an international level.

Moreover, this deal comes at a time when CBF investments are at record levels as preparation for the World Cup sees more tournaments with increased participant numbers, significant increases in participation fees and prize money.