CBF announces Kwai as a new partner for Brazil National Teams

EMW Global brokered a partnership between popular Chinese social media video platform Kwai to officially sponsor Confederação Brasileira de Futebol (CBF)

EMW Global secured image rights and exclusive content for the Men’s and Women’s National Team Kwai profiles, offering behind-the-scenes access and activation during training and games. Additionally, the brand will be prominently displayed on CBF’s LED signs and backdrops.

“Kwai wants to show Brazil’s cultural diversity on the platform and a great opportunity for that is with football! We know how important and socially relevant sport is for Brazilians and with this partnership we want the app to be a complementary experience for fans”,

– Mariana Sensini, Director of Kwai in Brazil.

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Kwai supported CBF until the end of 2023, ensuring the brand’s presence with the teams during major tournaments such as Copa America, the 2022 World Cup in Qatar, and the Women’s Copa America and World Cup in 2023.

“CBF has been closely monitoring the digital transformation and the behavior of the new generations. We recently closed a sponsorship with the biggest game in Brazil and this partnership with Kwai is another step in this direction. The team is one of the most powerful contents that the platform will have to engage with our fans. We are sure that this union with Kwai will be successful, bringing the young audience even closer to the Brazilian Teams”

– Gilberto Ratto, Marketing Director at CBF