With a themed house and a partnership with his son, Ronaldo becomes a brand sensation during the World Cup
Turn on the television during the World Cup, and one familiar face is a constant presence: none other than Ronaldo “Fenômeno.” One of the greatest goalscorers of all time and the star of Brazil’s last World Cup victory in 2002, the former player is currently starring in campaigns for various brands.
Alongside Carlo Ancelotti, he is the face of Brahma’s advertising—campaigns that evoke the national team’s dream of securing a sixth title. He has also become a Rexona ambassador, joining a roster that includes Vini Jr. and Haaland. This activation involves TV commercials, digital platforms, and in-store promotions featuring licensed products.
The former world champion’s image remains highly sought-after in the advertising market, and the activity doesn’t stop there; appearances and activations are scheduled with giants such as Itaú, Mercado Livre, and Doritos.
On top of that, the former player—in partnership with his son, Ronald Nazário—has created a massive themed house in Miami, USA. Serving as a content hub, the venue aims to bring fans closer to the behind-the-scenes action of the World Cup.
The 5,000-square-meter space has attracted figures from the soccer world and hosted interviews with renowned former players. It also features areas for match screenings, interactive experiences, a gaming arena, convenience zones, musical performances, and an exhibition of historical items from Ronaldo’s career. All of this led many brands to support the project, attracting various sponsors, including the betting platform Bra.bet—a sports betting and online gaming company owned by BB Gaming—as well as Betnacional, Bulova, Cachaça Cabaré, Panini, Fogo de Chão, EA, VB Technology, the Miami Dolphins, Dom Tapparo, Everlast Productions, and Recoma, considered the leading sports infrastructure and engineering company in Latin America.
Some of these companies are running daily activations, such as Bra.bet. The lead sponsor will lend its name to an exclusive area within the venue designed to host fans, guests, and influencers. The brand will also host interactive games with prize competitions. The space’s activities and promotional campaigns will be integrated into the programming schedule, featuring regular ad spots throughout the official broadcast.
Additionally, Leo Chile will lead the production of exclusive content directly from Miami—focusing on behind-the-scenes moments and the venue experience—which will be broadcast on both Rede Ronaldo’s official channels and the influencer’s social media platforms. This initiative aims to extend the project’s reach beyond television, connecting with audiences on digital platforms.
In the United States, Recoma—a company specializing in sports infrastructure for 47 years—is also participating in Casa Ronaldo. The company’s branding is displayed on LED panels throughout the venue.
“Being involved in projects linked to the 2026 World Cup alongside key partners like Rede Ronaldo reinforces Recoma’s commitment to initiatives that enhance the experience for sports-loving audiences. It is an opportunity to expand the reach of sports beyond the competition itself,” says Sergio Schildt, president of Recoma, a company that also co-sponsored Casa Brasil during the Paris 2024 Games.
(Photos: Courtesy)
