Flamengo Unveils Sportainment Platform and New Business Model

Flamengo unveiled its new brand and business strategy on Friday, August 7, introducing a comprehensive sportainment platform designed to deepen the club's connection with its 45 million supporters through sport, content, entertainment, products, services and exclusive experiences.

The initiative marks an evolution in how the Rio de Janeiro club organizes its operations and engages with followers. By expanding touchpoints beyond match days, the organization aims to strengthen its bond with the Rubro-Negro nation through an integrated experience available around the clock.

"Flamengo is one of Brazil's greatest brands with a unique connection to its fanbase," said Flávia da Justa, the club's Director of Communications and Content. "Our challenge was to structure this strength into an integrated brand and business model, with the supporter at the center of every decision and the club positioned for new growth opportunities."

The strategic framework—developed over 12 months—redefines Flamengo's role: from a traditional sports organization to a sportainment platform with brand presence in supporters' daily lives 24/7. This repositioning involves a complete reorganization of the club's brand portfolio, moving from a fragmented structure to an integrated model built on three business pillars: Sports, Entertainment, and Legacy & Youth Development.

"We structured the sportainment platform using a business unit logic," explained Ana Couto, CEO of agência anacouto, LAJE, Valometry and É,Faz&Fala. "Every brand in the portfolio now has a clearly defined strategic role, balancing the strength of the master brand with the autonomy of sub-brands."

Four Key Announcements

The new strategy takes concrete form through four major announcements.

First is Flamengo's redesigned Digital Hub. Phase 1 consolidates content and e-commerce in a single environment at flamengo.com.br, with all additional platforms integrated into the hub over time. The objective: simplify the supporter journey across all touchpoints.

Second is URU.HUB, the club's new media and content strategy platform. This initiative expands Flamengo's capacity to produce, distribute and monetize proprietary content while establishing the club as a content creator for third-party channels.

Third is the new brand architecture. The brand reorganization aligns with the business model transformation, which now centers on the supporter journey. The approach integrates all touchpoints—from content to experiences and relationship management—into a continuous, data-driven and CRM-based operation.

Finally, the campaign Flamengo 24/7 brings the platform to life, embodying the central concept: a club present in supporters' routines every day, everywhere. The campaign unfolds across digital, radio and outdoor media. The campaign film, created by agência anacouto, will run primarily across the club's channels.

Through this platform, Flamengo reinforces its brand, expands business opportunities, and creates an integrated ecosystem with the supporter as the protagonist of the journey.