Flamengo Announces Torcedor Premiado Partnership; Rewards Programme Debuts on Kit Against Independiente del Valle

Flamengo has partnered with CRMBonus, a technology company specialising in customer relationship management and loyalty programmes, to launch Torcedor Premiado—a subscription service that converts Flamengo goals into fan rewards while directing subscription revenue to the club. The programme officially launches Thursday, 17 September.

Under the agreement, the Torcedor Premiado brand will appear on the club's men's football kit and feature across Flamengo's official digital channels. The debut comes in the second leg against Independiente del Valle in the Copa Libertadores quarter-finals on Thursday.

Prior to kickoff, Alexandre Zolko, CRMBonus founder and CEO, will appear live on FlamengoTV—the club's official YouTube channel—to outline the Torcedor Premiado model and explain the partnership strategy.

How Nation Members Benefit

The subscription model is straightforward: R$15 monthly delivers 100 Vale Bonus credits upon subscription or renewal, plus an additional 100 Vale Bonus for every goal Flamengo scores in programme-eligible competitions. Credits unlock discounts across thousands of Brazilian retailers, restaurants, and partner brands. At launch, the first month costs just R$1.99.

The programme guarantees a minimum 500 Vale Bonus monthly: 100 from subscription or renewal, and at least 400 tied to the goals mechanic. Beyond the fifth goal in any monthly cycle, each additional goal awards another 100 Vale Bonus.

Subscribers also receive raffle entries for Torcedor Premiado promotions featuring one iPhone 17 daily, R$125,000 in weekly prizes, and a brand-new car monthly—totalling over R$1 million in monthly giveaways. Prizes are available to entrants 18 and over and subject to separate terms.

"Torcedor Premiado unites two strategies Flamengo has long pursued: creating value for our fanbase and building recurring revenue for the club. Now, on-pitch performance translates directly into benefits for supporters and the organisation. Every Flamengo goal means everyone wins more," said Marcos Senna, Flamengo's commercial director.

The platform currently serves over 7 million users with more than 1,000 active partner brands in its app ecosystem.

A New Revenue Stream for Flamengo

Torcedor Premiado's economic advantage lies in converting fan engagement into recurring club revenue. Subscription growth directly correlates with rising revenue potential for Rubro-Negro.

"We're building a model where everyone benefits. Fans receive rewards tied to their club and enter premium draws; the club gains a fresh recurring revenue stream; and CRMBonus expands its rewards platform reach. The larger the subscriber base, the greater the value created for all parties," explained Zolko.

Torcedor Premiado at a Glance

Subscription: R$15 monthly
First month: R$1.99
Monthly benefit: 100 Vale Bonus upon subscription or renewal
Per goal: +100 Vale Bonus per goal in eligible competitions
Monthly guarantee: 500 Vale Bonus minimum (subscription plus goals mechanic)
From fifth goal onwards: each additional goal adds 100 Vale Bonus
Credit usage: discounts at retail partners, restaurants, brands, or other Vale Bonus options
Club revenue: portion of subscription income directed to Flamengo, scaling with subscriber growth
Prizes: one iPhone 17 daily, R$125,000 weekly, one car monthly

About CRMBonus

CRMBonus is a Brazilian technology firm specialising in customer relationship management, loyalty systems, and consumer engagement. It serves over 3,000 brands across Latin America, employs 450-plus specialists, and reports generating over R$7.5 billion in incremental revenue for clients.

The company closed a Series B round of R$400 million in 2024, valuing it at R$2.2 billion. In 2025, iFood acquired a 20% stake, becoming the firm's second-largest shareholder. Its portfolio includes CRM and loyalty solutions: Giftback, CRMBack, CRMAds, and Vale Bonus.