Corinthians links shirt sponsorship to supporter subscription growth

Corinthians have agreed a partnership with CRMBonus that places its Torcedor Premiado brand inside the numbers on their shirts and creates a subscription-based revenue stream alongside expanded membership benefits.The sponsorship runs until the end of 2028, with an option for two additional seasons, while the company’s projection of up to R$100m over four years depends on supporter uptake rather than representing a guaranteed contract value.Corinthians marketing superintendent Vinicius Azevedo said: “Fiel Torcedor is approaching two decades of existence, and it was time to take another step and go beyond benefits limited to attending the stadium, such as priority and discounts on ticket purchases.“With the arrival of CRMBonus, we now offer a substantial package of benefits to our members, opening up the possibility of enjoying discounts throughout Brazil across the extensive range of sectors offered by our partner.”The agreement combines two elements: benefits for paid-up members of the existing Fiel Torcedor programme and a separate paid Torcedor Premiado subscription offering discounts and prize draw entries.Corinthians will receive approximately 40% of the net profit margin from subscriptions associated with the club, alongside a guaranteed minimum payment.That structure gives the club a minimum return while linking additional income to the commercial performance of the service, making subscriber acquisition and retention central to its revenue potential.CRMBonus founder and chief executive Alexandre Zolko said: “Joining Corinthians means entering a very particular relationship between club and supporters. The Fiel do not simply follow the team: they participate, mobilise and respond when the club calls, inside and outside the stadium.“Torcedor Premiado connects that mobilisation to a model in which supporters receive benefits and, as participation grows, more resources can enter Corinthians’ coffers.”The paid subscription costs R$1.99 for the first month and R$15 for subsequent monthly renewals, with subscribers receiving prize draw entries and at least 500 Vale Bônus credits per monthly cycle.The credits comprise 100 for joining or renewing and a further 400 linked to the programme’s football-based mechanism, with additional rewards available when Corinthians score more than four official goals in a month.Each goal from the fifth onwards adds 100 credits, while friendly matches do not count towards the total.The credits can be used towards discounts through the Vale Bônus app, with the partner network covering sectors including food, fashion, travel and services.The advertised prize programme includes daily smartphones, weekly cash prizes of R$125,000 and a new car each month.Existing Fiel Torcedor members will also receive monthly credits according to their membership category, extending the programme’s value beyond ticket access and stadium attendance.Azevedo continued: “In addition to the benefits package, the partnership also includes sponsorship by Torcedor Premiado, a new CRMBonus product with significant potential to generate direct revenue for the club.”CRMBonus has also secured partnerships with Flamengo and Santos, broadening its presence across major Brazilian football audiences.Its projected returns differ by club, with potential income of R$100m cited for Flamengo and R$50m for Santos, although those estimates likewise depend on participation.At Corinthians, the immediate commercial task is to convert shirt exposure and the existing membership relationship into sustained subscriptions, with the initial sponsorship term running until December 2028.