With the largest club store project in the world, Flamengo simultaneously opened three new units last Thursday (2). This time, the cities of Belo Horizonte, Parnaíba and Rio de Janeiro were included. With these, there are now 175 official stores throughout Brazil and the United States, to serve the enormous Red-Black Nation.

Since the beginning of the current administration, in 2019, Rubro-Negro has increased the number of stores by more than 200%, going from 50 in 2019 to the current 175 in March 2023. The club's goal for this year is to reach the 200 store mark. 

"When we took over the club's management, we decided that one of the projects we would focus on would be the official stores. Besides playing an important commercial role in Flamengo's revenue, they also serve as a point of contact for fans who don't live in Rio and don't always have the opportunity to go to Maracanã. Increasingly expanding our fans' access to the club's official products, whether through proximity to purchase or through greater diversity and quality of products offered, is one of Flamengo's Marketing goals," said Gustavo Oliveira, Vice President of Marketing and Communications.

"It's very rewarding to be able to work to bring Flamengo to new cities and get even closer to its fans. However, something that sometimes goes unnoticed by fans is the economic impact this project generates. It creates over 1.400 direct jobs and thousands of indirect jobs across various product and service providers," commented Marcelo Plaisant, director of MF Gestão, responsible for store management consulting and the expansion project.

Flamengo's official stores sell an extensive line of products, supplied by adidas, the club's official sports equipment supplier, and by more than 80 licensed companies.

Since 2020, the Marketing department has been using collaborations—product development in conjunction with major brands—as a strategic tool to increase store revenue, in addition to playing an important role in further diversifying the product portfolio. Brands such as Reserva, Havaianas, Kenner, Starter, Thug Nine, Gilson Martins, and, more recently, Blue Man, offer a wide range of options for fans.

"The new partnerships we've established, the closer ties with traditional suppliers, and the growth of our exclusive distribution channel have resulted in revenue from royalties on official products, excluding revenue from the contract with adidas, growing by more than 130% between 2019 and 2022," added Daniel Bonvini, Flamengo's Marketing and Licensing Manager.

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