Brazil’s Copa do Brasil will be known as the Copa Sadia do Brasil this season after the food manufacturer acquired the naming rights to the club cup tournament.
In a separate sponsorship deal, US direct selling nutrition brand Herbalife, has also become a commercial partner of the 86-team competition.
No financial details of either deal were immediately available.
Sadia, which late last year agreed a deal to sponsor the CBF, Brazil’s national soccer association, is replacing sister brand Perdigão as title sponsor. Both brands are part of Brasil Foods, the world’s tenth largest food company.
Brasil Foods is also a partner of the Rio 2016 Olympic Games, through its Sadia and Batavo brands.
Local reports were sketchy on the level of Herbalife’s involvement, but the official tournament website suggests it has joined a Brazilian Ford dealership in the third tier of sponsors. Its logo will reportedly feature on LED pitchside advertising boards throughout the competition.
Aside from Sadia, the main tournament sponsors are listed as Visa, telecoms firm Claro and oil company Petrobras.
The 2014 edition of the Copa do Brasil is scheduled to begin in March and conclude in November. Rio de Janeiro-based Flamengo are the defending champions.