Campeonato Brasileiro Série A giant Sao Paulo has agreed a new kit partnership with Penalty worth over R$35 million (US$17.1 million) per year until 2015.
The Brazilian sportswear brand will replace Reebok in the role, with Sao Paulo stating that the deal represents the most lucrative kit partnership in the club’s history. The Reebok deal expired at the end of 2012 allowing Penalty to return to Sao Paulo after 11 years away from the club.
“Penalty has an important history of almost two decades with São Paulo and together we shared glorious moments such as the Copa Libertadores and FIFA Club World Cup in 1992 and 1993,” said Roberto Estefano, president of Penalty. “For us it is very rewarding entering into this partnership again, and we are sure that together we will celebrate many more victories of the Tricolor.”
Sao Paulo’s vice-president of communications and marketing, Julio Casares, added: “We welcome the arrival of Penalty, a large Brazilian company that excels in quality and performs to a high technological level. (Penalty) will help us build our importance in the international arena.”