Shopee and Clube de Regatas do Flamengo announced this 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 pitch and in e-commerce, consolidating the marketplace as one of the club's strongest sales channels.
The renovation keeps the Shopee brand printed on the sleeves of the shirts of the professional football teams (men's and women's) and the U20 men's team.
The “Titles Effect” in E-commerce
Flamengo's sporting performance in 2025 was a decisive catalyst for the commercial success of the partnership. The conquest of Copa Libertadores and the Brazilian Championship in the second half of the year it generated an immediate wave of consumption: fan engagement and purchases on the platform grew by 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 the red-black engagement:
- Success of the “Origens” Line: The special edition in honor of the club's 130th anniversary surpassed the 12 thousand units sold, becoming the most sold Flamengo shirt on the app.
- Bulk Coupons: Gamification actions, such as coupons printed on players' shirts, had high adoption. Only on the double date “2.2”, more than 220 thousand coupons were rescued.
- Promotions: The “1 year of Free Shopee” campaign, held in December, recorded 42 thousand tickets redeemed.
Strategy for 2026: Social Commerce and Creators
For the new season, the strategic focus turns to digital expansion and the so-called social commerce. In addition to exposure on the shirt, the new contract provides for more active participation by content creators (creators) red-blacks in the campaigns.
"We decided to continue together based on three pillars: trust, innovation and expansion. We share the vision of exploring social commerce and the application's opportunities to bring athletes and fans even closer together", highlights Marcos Senna, commercial director of Flamengo.
The bet is that the platform's capillarity will help 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 its investment in football as a tool for cultural connection. "Flamengo reflects the energy, passion and joy that we also cultivate. Our objective is to continue expanding our presence in the sport", he states Felipe Piringer, head of marketing at Shopee.
