Brazilian Football Fans Driving Growth in Licensed Product Sales, Survey Finds
Official club shirts remain the top fan favorite, but a recent study reveals that Brazilian football supporters are expanding their appetite for a broader range of licensed merchandise. The findings underscore a powerful blend of fan loyalty, club identity, and commercial opportunity for Brazil’s top football teams.
Official Jerseys Still Reign, But Fans Want More
A comprehensive survey conducted by YouGov, a global leader in market research and consumer insights, tracked the buying behavior of over 70,000 Brazilian football fans over the past year. According to the data, more than 1 in 10 fans of Série A clubs purchased an official team shirt in the last 12 months.
But while club jerseys continue to dominate as the most popular product, interest is growing in categories like cleats, shoes, toys, and games pointing to a diversification in how fans express their support off the pitch.
Top 10 Clubs with the Most Engaged Merchandise Buyers
When it comes to overall consumption of licensed sports products, São Paulo FC leads the ranking, followed closely by Flamengo and Corinthians:
- São Paulo – 30.0%
- Flamengo – 29.4%
- Corinthians – 28.2%
- Vasco da Gama
- Palmeiras
- Grêmio
- Santos
- Internacional
- Fluminense
- Botafogo
(Source: YouGov)
These numbers show not only club popularity but also consumer engagement and brand power in the Brazilian football market.
Licensed Products Strengthen Fan Loyalty and Club Revenue
According to David Eastman, Managing Director for Latin America at YouGov, official merchandise does more than generate revenue it deepens emotional ties between clubs and their supporters.
“This shows how an official product is not only a source of income, but also a way to reinforce the fan’s identity, to bring them closer and to build a lasting relationship,” Eastman explained.
He added:
“This data highlights the strong emotional and cultural connection that fans have with their clubs.”
