The Brazilian Football Confederation (CBF) has signed a five-year sponsorship with Swiss-based online language school EF Englishtown.
According to the CBF, EF Englishtown will be promoted across all its available properties except the Brazilian national team training and match shirts.
The company becomes the CBF’s 14th sponsor, joining Samsung, Nike, Itaú, Vivo, Guarana Antarctica, Sadia, Mastercard, Nestle, Extra, Gillette, Volkswagen, Gol, and Unimed.
According to Sao Paulo newspaper O Estado de S. Paulo, the CBF has doubled its sponsorship revenue over the last five years, from R$107.4 million (US$46.3 million) in 2008 to R$235.5 (US$101.6 million) million this year.
Financial details for the EF Englishtown deal were not released but it is likely to be worth at least R$10 million (US$4.3 million) annually.
It is unclear how the CBF’s latest deal will affect Fifa’s national partner deal for the World Cup in Brazil next year with adult language school Wise Up.
Nevertheless, EF Englishtown has been working towards the 2014 World Cup since 2009, when it signed a deal with the Brazilian ministry of tourism to provide language training to 80,000 Brazilians in service jobs per year until 2014.
EF Englishtown works with over 1,000 companies across the world and has some 15 million users. It was the official language training supplier to the Beijing Olympics in 2008 and the Asian Games in Gaungzhou in 2010. It is fulfilling the same role for the Sochi winter Olympics early next year.