Flamengo launches sportainment rebranding and global business strategy

On 7 August 2026, Flamengo presented a new brand and business strategy at its Gávea headquarters, aiming to transform the club into a "sportainment" platform that integrates sport, entertainment and legacy‑&‑training activities. The plan, developed with branding agency Anacouto, introduces a Digital Hub to centralise content and the official store, and the URU.HUB to produce and co‑create media for third‑party platforms. A refreshed visual identity features gradient red‑to‑black stripes, high‑contrast photography and a new typographic system, intended to keep the club present in fans' daily lives 24 hours a day.

Flamengo’s communication director Flávia da Justa said, "Flamengo is one of Brazil's biggest brands and has a unique connection with its supporters; our challenge was to structure that greatness into an integrated brand‑business model, placing the fan at the centre of every decision and preparing the club for new growth opportunities." The club, the 15th most‑followed football team worldwide with over 90 million social‑media followers, reported revenue of R$ 2.1 billion, the highest in the Americas, and expects the new platform to expand its global market reach.