CBF signs Assaí as Campeonato Brasileiro Série A title sponsor

Wholesaler puts its name to Brazilian club soccer’s top tier until the end of 2019.

CBF signs Assaí as Campeonato Brasileiro Série A title sponsor

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The Brazilian Football Confederation (CBF), the country’s soccer governing body, has agreed a deal with Assaí.

Under the terms of the partnership, the wholesaler will serve as the title sponsor of the Campeonato Brasileiro Série A, the top tier of club soccer in the Brazil.

The competition will be called Brasileirão Assaí when it returns on Wednesday, in a contract that will last until the end of 2019.

Assaí will enjoy brand visibility across a range of exhibition properties, including in the centre of the pitch, and on pitch-side advertising boards, while the company will also be able to carry out activations with the public.

The financial terms of the agreement have not yet been disclosed.

The league’s last title sponsor was car manufacturer Chevrolet, which ended its deal in 2016.

Grupo Pão de Açúcar, which owns the Assaí brand, sponsored the Brazil men’s national soccer team during the 2014 Fifa World Cup.