The company has a multi-protein portfolio for moments of sharing and leverages the strength of market-leading brands to boost performance compared to the last championship.
MBRF projects sales volume growth exceeding 50% in Brazil during this year’s Global Soccer Tournament compared to the previous championship. This movement reinforces the competition’s potential as one of the country’s main seasonal consumer events. With more gatherings between family and friends to watch the games, the company expects to capture gains in volume, mix, and frequency through a portfolio aligned with the sharing occasions that characterize the tournament.
“Major sporting events enhance moments of togetherness and celebration, boosting categories in which MBRF has a strong presence and relevance. Our portfolio is prepared to meet different consumption occasions, from gatherings to watch games to celebrations that mobilize millions of Brazilians,” says Manoel Martins, Vice President of Market Brazil and Marketing at MBRF.
According to Scanntech data, retail activity tends to intensify. On the eve of matches, consumer traffic increases by 8.3%, while the average ticket price rises by 69% in the two hours preceding the games. Furthermore, shopping carts become more complete, with a 16.5% increase in the variety of items purchased.
Categories related to sharing meals and celebrations are the main beneficiaries. Proteins, barbecue items, snacks, beverages, and cold cuts lead the growth, with some categories showing expansion exceeding 50% during the period. Brazilians’ consumption intentions reinforce this trend: 60% intend to consume meat during the global national team tournament, and 72% mention snacks. Among beef cuts, for example, picanha (rump cap) is growing by 53% and maminha (top sirloin cap) by 50%.
The study also indicates an increase in demand for items indirectly related to MBRF’s business, such as barbecue grill sales, which are up around 200%, while air fryer sales are registering a 120% increase.
“Beyond the direct impact on sales, the championship strengthens brands that are already part of consumers’ routines. With 95% of Brazilians following the tournament, the competition is consolidating itself as a strategic platform to expand connection, engagement, and presence in consumption occasions, with a portfolio that naturally fits into moments of cheering,” highlights Luiz Franco, Marketing and Innovation Director at MBRF.
The impact is also reflected in brand perception. According to research by Data-Makers, 56% of consumers say they prefer brands associated with the World Cup, and 37% say they start to like these companies more during the competition. The numbers reinforce the tournament’s role as one of the main platforms for emotional connection between brands and consumers in the country.
In this context, Sadia reinforces its historical link with sports by acting as the official sponsor of the Brazilian National Football Teams until 2030. The brand is also the official protein supplier for the athletes, strengthening its position both on and off the field.
With a complete, versatile, and multi-protein portfolio, Sadia is keeping up with the demand generated by the increase in gatherings between fans, consolidating its presence in moments that combine passion for football, celebration, and food. As part of this strategy, the brand brought 20 items from its portfolio to store shelves with limited-edition packaging in partnership with the CBF (Brazilian Football Confederation). Furthermore, at APAS (São Paulo Supermarket Association), MBRF (Brazilian Merchandise and Research Corporation) presented more than 40 innovations designed specifically for this moment of shared consumption, bringing more practicality and convenience to consumers. The initiative reaffirms the brand’s tradition in sports and its alignment with cultural events capable of mobilizing the country, concentrating attention, consumption, and engagement on a national scale.
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