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Coach Tite Surpasses Neymar in Commercial Appearances, Earning US$ 2.6 million during the World Cup

06/29/2018 - 13h05

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CAMILA MATTOSO
DIEGO GARCIA
LUIZ COSENZO
SÉRGIO RANGEL
MOSCOW
SOCHI

Head coach Tite will earn US$ 2.6 million from sponsorships during the World Cup. Because of the millions of dollars invested in TV ad space by Brazilian Bank Itaú the Brazilian head coach will most likely appear in the most commercials, even surpassing Neymar.

Unlike Luiz Felipe Scolari, who, during the 2014 World Cup starred in Walmart and Peugeot commercials, ignoring brands such as Extra and Volkswagen, which had contracts with the Brazilian Football Confederation (CBF), Tite turned down offers from companies who compete with the confederation's partners.

Brazil's head coach turned down an offer from Coca-Cola, one of Guaraná's competitors, which has been alongside the CBF for decades. His agent, Gilmar Veloz, handles the negotiating process.

The soft drink company's marketing board even tried to narrow the gap between Tite and Ambev, which owns Guaraná, the national team's official soft drink, but to no avail.

In addition to Itaú, Tite is also sponsored by Samsung, Uninassau and Cimed. The commercials were either shot on weekends or during holidays.

Ricardo Nogueira/FotoFC/Folhapress
Brazil coach Tite
Brazil coach Tite

Tite, who was initially against commercials, finally decided to do them, but only after setting his own conditions. The commercials had to be shot before February, because from then on he wanted to concentrate on the World Cup. Offers that were made after got turned down.

Another condition was that he didn't want to be the poster boy for brands that sell alcoholic beverages or other products that go against his principles. Nor did he want to shoot commercials that would be released further in the future.

Most of the contracts he signed with sponsors exceed the R$ 2 million mark (US$ 520 thousand). During the last World Cup, the contracts that Luiz Felipe Scolari signed earned him around R$ 1 million each (US$ 260 thousand).

Translated by THOMAS MATHEWSON

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