Silver
Award
UberLÂNDIA E.C.
Uber
Brazil
2026
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Entrant Company
Wieden+Kennedy SP
Entry Type
Product/Service
Launch Country
Brazil
Program
Clio Sports 2026
Medium Type
Professional
Medium
Partnerships & Sponsorships
Category
Brand x Sports Property/Rights Holder
In modern football, everything is for sale. Brands choose a team, buy their naming rights, and change everything. Clubs get rich. Fans get mad. So when Uber entered football, they followed suit. They bought the naming rights to Uberlândia E.C. — changing the team’s name to UberLÂNDIA E.C. Creating the first naming rights deal that changed nothing. And that changed everything. And turning a 100-year coincidence into a complete creative platform built around the club.
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