Chinese automaker will stamp brand on shorts and training uniforms; contract provides for exhibition at Maracanã and Ninho do Urubu
Chinese automaker GAC announced this week a strategic sponsorship agreement with Clube de Regatas do Flamengo for the 2026 season. The contract provides for the display of the company’s logo on the shorts of the official uniform of the professional team, in addition to the training and pre-game shirts, signaling the brand’s offensive to consolidate its presence in the Brazilian automotive market.
The choice of shorts as a marketing property also has its ‘semiotics’. According to the automaker, the piece symbolizes the impulse and power of the legs in football, concepts that the brand wants to associate with its technological dynamism. In addition to the clothing, the agreement includes the exhibition of GAC on the official bus of the delegation, in the backdrops of press conferences and the possibility of displaying vehicles around the Maracanã Stadium on match days.
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Visibility will be bolstered by both digital and physical assets. During the Brazilian Championship clashes, GAC will have one minute of exposure on LED boards per game, in addition to four 30-second video insertions on the Maracanã screens. At the Ninho do Urubu training center and at the club’s headquarters, in Gávea, fixed communication boards will be installed to strengthen the bond with members and athletes.
“Being next to Flamengo shows that we have arrived in Brazil to stay,” said Luis Fernando Guidorzi, GAC’s marketing director. The automaker produced more than 2.5 million vehicles in 2023 and operates in 70 countries. The partnership is seen by Flamengo’s commercial director, Marcos Senna, as a relevant connection platform for a global company in the expansion phase, using the largest fan base in the country to introduce its line of hybrid and electric models.
