How a Brazilian soccer team is marketing to U.S. fans--and what it means for global sports branding; Storied but little-known Flamengo franchise eyes superbrand status in an increasingly global sports world

Club de Regatas do Flamengo-a Brazilian soccer club that boasts a fan base of more than 40 million, regularly sells out a 78,000-capacity home stadium in Rio de Janeiro, has won dozens of league, national and club titles, and is the cradle of international soccer legends such as Socrates and Adriano and current superstars including Vini Jr. and Lucas Paqueta-has engaged the international sports marketing agency Sportfive to help it grow the presence of its brand internationally, including the U.S. Flamengo's goal is nothing short of establishing itself as a global sports superbrand along the lines of Barcelona, Manchester United or Real Madrid. The effort will be watched closely by sports marketers who say it could test America's appetite for foreign rooting interests, open up new opportunities for U.S. brands to market in South America and ride the increasing popularity of soccer as a marketing vehicle. Flamengo will pursue a range of ways to reach U.S. audiences which could include scheduling exhibition matches (in soccer terms, "friendlys") with U.S. clubs or other touring teams; supporting youth soccer programs and other community events; merchandise sales; and U.S. sponsor partnerships. International clubs have an edge on U.S. league teams because they are not bound by regional marketing limits, or necessarily by top-down league rules that govern domestic clubs, noted Brennfleck.