Triângulo Mineiro team formalizes contract with the technology giant and launches retro shirt with naming rights strategy
The SAF of Uberlândia Esporte Clube made official this Thursday (2) a sponsorship agreement with Uber for the dispute of Serie D of the Brazilian Championship. The partnership, which marks a marketing strategy applied to the visual identity of the uniform, provides that the team’s name will be written as “UberLÂNDIA” on game shirts during the 2026 season.
The initiative, which has generated repercussions on social networks since the preliminary announcement last Monday, does not imply a change in the statute or official name of the Minas Gerais club. It is an activation that unites the name of the city with that of the transport platform, with brand exposure on the front of the shirts and in the association’s digital communications.
The contract is valid until the end of the year, with a clause that allows renewal of the pun for the next seasons.
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According to the board of directors of Uberlândia, the project aims to strengthen the cash flow for the dispute of the fourth national division. In addition to the logo on the chest, the partnership includes the launch of an unprecedented white shirt in retro style, aimed at collectors and fans. The president of Uberlândia, Fábio Mineiro, sought to reassure the more conservative wing of the fans by reiterating that the historic shield remains unchanged and that the club’s tradition was respected in the contract.
The movement is part of a trend of approximation between mobility companies and Brazilian football. Isabella Motta, Uber’s marketing manager, participated in the signing of the bond and highlighted the potential for engagement in the Triângulo Mineiro region. Uberlândia, which recently completed its transition to the Sociedade Anônima do Futebol (SAF) model, is betting on the visibility of the transport giant to expand its membership base and attract new investments to the training center and youth categories.
The debut of the new uniform “UberLÂNDIA” should take place in the opening round of Serie D. In addition to the game shirts, the club plans a line of official licensed products for use in the stands, reinforcing the strategy of commercial exploitation of the new temporary brand.
