Flamengo, one of Brazil’s top football clubs, celebrated the debut of its new lead sponsor, Betano. The event took place at the Maracanã Stadium. It coincided with the club’s 22nd-round match against Grêmio. The stadium became a vibrant showcase of fan engagement, club pride, and cultural celebration.
The celebrations featured 3D mosaics in the north and south stands, alongside 40,000 inflatables shaped like Flamengo jerseys. Flamengo distributed personalized shields to supporters, enhancing the interactive experience and fostering a sense of unity among fans. They also treated attendees to a special halftime show. The performance featured artists connected to the club’s cultural heritage, including renowned Brazilian singer Alexandre Pires. It brought music and excitement to the occasion.
This landmark sponsorship deal runs until 2028 and is valued at an estimated BRL 900 million ($158 million), making it the largest in Brazilian football history. Betano’s branding will appear not only on Flamengo’s primary jersey but also on the club’s training kits, FlamengoTV, the women’s volleyball team, and other affiliated platforms. The deal signals a comprehensive partnership across multiple sports and media channels connected to the club.
Adding to the spectacle, the Torcida Jovem, a famous Flamengo supporters’ group, returned to the stadium after a period of absence. They created a special mosaic that read “Nós somos o Flamengo” (“We are Flamengo”). The display highlighted the crucial role of fans in the club’s identity and celebrations. It reinforced the connection between the team and its supporters while emphasizing collective pride.
With this launch, Betano positions itself not only in football but also across the broader sporting landscape associated with Flamengo. The partnership reflects a shared vision of growth, engagement, and fan-focused experiences. It sets a new benchmark for sponsorship in Brazilian sports. The event at the Maracanã Stadium showcased the power of fan involvement, cultural pride, and the scale of modern football sponsorships, marking a historic moment for both Flamengo and Betano.
