The entity notified companies that promoted actions associated with the Brazilian team without an official link with the team's sponsors
The CBF has been reinforcing actions to combat ambush marketing during the 2026 World Cup. The initiative gained prominence after a promotional campaign by 99Food used the name of striker Endrick without any official link with the entity or the athlete.
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Last Friday (19), the platform announced the distribution of coupons of R$ 99 to customers whose orders were delivered by professionals named Endrick or by variations of the name, such as Hendrick and Endryck. The action coincided with the fans’ expectation for the striker’s participation in the match against Haiti, where Endrick entered the field during the second half.
After receiving an extrajudicial notification from the CBF, the company removed the campaign from the air. The case gained repercussion because the Brazilian team has as its official sponsor iFood, a direct competitor of 99Food.
The entity also notified other companies competing with sponsors of the selection. Brands such as Nissan, BYD, Bradesco and Nubank received communications after publishing content on social networks that, according to the CBF, could be interpreted as references to the national team or its players. In the automotive sector, the official partner of the selection is Volkswagen, while Itaú occupies this position in the banking segment.
According to the CBF, the objective is to preserve the commercial contracts signed for the World Cup cycle and guarantee exclusivity to companies that officially invest in sponsoring the Brazilian team. During the next game, the CBF’s legal and marketing departments should intensify the monitoring of campaigns and promotional actions considered potentially harmful to the official sponsors of the national team.
The team takes the field again this Wednesday (24), against Scotland at 7 pm at Hard Rock Stadium in Miami, in the United States, setting up the third and final round of the group stage.
