Shopee and Clube de Regatas do Flamengo announced on Monday (12) the renewal of the sponsorship contract for the 2026 season. The extension of the agreement comes after a year marked by significant results both on the lawns and in e-commerce, consolidating the marketplace as one of the strongest sales channels of the club.
The renovation keeps the Shopee brand stamped on the sleeves of the jerseys of the professional football teams (male and female) and the men's U20 team.
The“Efeito Titles” in E-commerce
The sporting performance of Flamengo in 2025 was a decisive catalyst for the commercial success of the partnership Copa Libertadores and Brazilian Championship in the second half generated a wave of immediate consumption: the engagement and purchases of fans on the platform grew more than 75% compared to the first six months of the year.
The numbers from the first season of the partnership reveal the strength of red-black engagement:
- Success of the “Origens” Line: The special edition in honor of the 130 years of the club surpassed the mark of 12 Thousand units sold, becoming the most marketed Flamengo shirt in the app.
- Coupons in bulk: Gamification actions, such as coupons stamped on the players“ shirts, had high adherence. Only on the double date ”2.2”, more than 220 Thousand coupons were rescued.
- Promotions: The campaign of “1 year of Shopee Free”, held in December, registered 42 thousand tickets redeemed.
Strategy for 2026: Social Commerce and Creators
For the new season, the strategic focus turns to digital expansion and the call social commerce. In addition to the shirt display, the new contract provides for a more active participation of content creators (creators) red-black in campaigns.
“We decided to go together based on three pillars: trust, innovation and expansion.We share the vision of exploring social commerce and the opportunities of the application to bring even more athletes and fans closer to”, he highlights Marcos Senna's, commercial director of Flamengo.
The bet is that the capillarity of the platform helps maintain the global presence of the Flamengo brand, offering exclusive products, special launches and new promotional activations throughout the year.
For Shopee, the renewal reaffirms the investment in football as a tool for cultural connection.“O Flamengo translates the energy, passion and joy that we also cultivate. Our goal is to continue expanding our presence in the sport”, he says Felipe Piringer, head of marketing at Shopee.
