Coritiba - Coritiba and Ademicon recently formalized an expanded commercial deal that runs through 2029, giving the company a new, highly visible placement on the upper back of the club’s match shirts and a series of stadium and digital activations that will be deployed across the season.
- In short: Ademicon gains the upper-back jersey spot and multi-channel exposure at Couto Pereira, the training center, the club bus and in digital and fan experiences until 2029.
Deal details and what changes on the shirt
The renewed contract moves Ademicon into the region above the player names on Coritiba’s alviverde shirts — a placement designed for repeated visibility during replays and broadcast shots. The agreement also covers advertising boards at Couto Pereira and the training center, branding on the official club bus and backdrops for media interviews. Deloitte's Football Money League notes that commercial partnerships are a key revenue stream for clubs, increasing the strategic value of durable sponsorships.
Beyond static branding, the partnership includes activations such as athlete experiences, fan events, social content and a presence at official matches and club events.
“This new phase of the partnership between Coritiba and Ademicon is directly linked to the club's evolution as a business platform and to the relevance that Ademicon has gained and will continue to gain on the national scene. Both club and company think long-term, and the new agreement serves so that we can continue working together on our objectives,” said Lucca Bradfield, CRO of Coritiba.
“We see football as a strategic channel for brand exposure, interactions and opportunity generation. Being alongside Coritiba until 2029 strengthens knowledge of Ademicon and its consortium product, in addition to contributing to the achievement of the club's objectives on and off the field,” emphasizes Tatiana Schuchovsky Reichmann, CEO of Ademicon.
Context and likely impact
Securing a defined jersey area until 2029 signals long-term commercial alignment: it stabilizes a revenue line for the club while giving Ademicon a platform to build brand recognition in Brazil’s football market. Multi-year deals like this are increasingly common as clubs professionalize their commercial operations and seek predictable income streams.
Fans should expect new marketing activations at matches and on Coritiba’s digital channels as the partnership rolls out throughout the season.
What do you think? Will this extended placement on the shirt strengthen Ademicon’s presence and help Coritiba commercially? For more details, check out our specialized section.