Loja do Flamengo

What Loja do Flamengo does

Loja do Flamengo is the official e-commerce marketplace of Clube de Regatas do Flamengo (CRF), one of Brazil's most popular football clubs headquartered in Rio de Janeiro. The platform operates as a licensed marketplace selling official Flamengo merchandise directly to consumers, leveraging the club's 42+ million fan base (Nação Rubro-Negra). The product catalog spans football jerseys (Mantos), training and travel apparel, men's, women's, and children's clothing, footwear, accessories, and customization services, with prices ranging from R$24.99 (keychains) to R$799.99 (authentic player-issue jerseys). The platform is built on VTEX e-commerce technology and operates as a multi-seller marketplace integrating partner brands including Adidas (core technical sponsor producing premium player-issue lines), Braziline (women's apparel with Dry Max technology), Starter (casual accessories), Xeryus (bags), and Reserva (lifestyle collaborations). Distribution covers Brazil domestically with international shipping available, supported by free shipping above R$499.99, installment payments up to 8x without interest, and first-exchange-free policy.

The business model is direct-to-consumer e-commerce with one-time purchase revenue mechanics supplemented by personalization service fees. Go-to-market relies on Flamengo's existing massive social media following (Instagram, Facebook, TikTok) for organic top-of-funnel demand generation, with email newsletters and the official website driving mid- and bottom-funnel conversion. The AI capability is limited to order-level fraud detection for payment verification, with no disclosed AI in customer-facing merchandising, recommendation, or personalization logic. The platform is wholly owned and operated under Clube de Regatas do Flamengo with no external investors, employing approximately 24 people across headquarters at Lagoa and a secondary office at the George Helal training center in Vargem Grande, Rio de Janeiro.

Name

Loja do Flamengo

Legal name

Clube de Regatas do Flamengo

Website

https://loja.flamengo.com.br

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Official e-commerce marketplace of Clube de Regatas do Flamengo, selling licensed jerseys, apparel, and accessories via VTEX to the club's 42M+ Brazilian fans and international customers.

Ownership category

akta.pro rank

Product category

Sports Fan Merchandise

NAICS

Shoe Retailers (45821), Shoe Retailers (458210), Shoe Retailers (4582)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

Keywords

• Sports merchandise retail
• Football club apparel
• Licensed fan merchandise
• Team jersey sales
• Athletic apparel e-commerce

Headquarters

HQ city

Rio de Janeiro

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Product Sales - Jerseys and Apparel: One-time sales of official Flamengo jerseys (Manto), training wear, and apparel across multiple categories including masculine, feminine, and children's lines.
2. Accessories Sales: One-time sales of Flamengo-branded accessories including caps, bags, water bottles, keychains, watches, stationery, and pet items.
3. Personalization Services: Customization services for jerseys with player names and numbers, sold at premium pricing. Personalization items cannot be exchanged or returned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Loja do Flamengo is the official online retail store of Clube de Regatas do Flamengo, operating as a licensed marketplace that sells official Flamengo football merchandise including jerseys (Mantos), training and travel apparel, men's, women's, and children's clothing, footwear, accessories, and personalized custom products. The platform integrates multiple brand partners (Adidas, Braziline, Starter, Xeryus, Reserva) and serves Brazilian and international customers with nationwide and global shipping.

Product overview

Loja do Flamengo is the official e-commerce store for the Clube de Regatas do Flamengo, operated as a licensed marketplace on the VTEX platform. The store offers official Flamengo merchandise including Adidas and Braziline apparel, Starter casual wear, and Xeryus bags. Product categories span football jerseys (Mantos), training gear (Linha Adidas), men's and women's clothing, children's apparel, footwear, accessories, and personalization services. The store features collaboration collections with partners like Braziline, Starter, Reserva, and Xeryus.

Differentiator

Problem solved

Functional benefit

Products and services

• Mantos (Official Jerseys) Official Flamengo football jerseys including Manto 1, Manto 2, Manto 3, goalkeeper variants, and Authentic/player versions, available in male, female, and children sizes. Designed for Flamengo fans seeking authentic match-style jerseys produced under Adidas technical sponsorship.
• Linha Adidas (Training and Travel Apparel) Adidas-branded Flamengo apparel line including training shirts, travel wear, jackets, shorts, sweatshirts, and lifestyle clothing. Targeted at Flamengo fans seeking premium sportswear featuring Adidas moisture-wicking technologies (Climacool, Aeroready, Dry Max) for training and casual use.
• Roupas Femininas (Women's Apparel) Women's clothing collection including shirts, cropped tops, jackets, pants, shorts, and fitness wear featuring Flamengo branding. Designed for female Flamengo supporters seeking official merchandise tailored to feminine styling and fitness needs.
• Roupas Masculinas (Men's Apparel) Men's clothing range including shirts, polos, tank tops, shorts, jackets, pants, footwear, and socks with Flamengo branding. Designed for male Flamengo fans seeking official casual and sports apparel.
• Infanto Juvenil (Children's Apparel) Children's and youth apparel for ages 0-4 and 4+ including shirts, shorts, jackets, pants, footwear, and accessories. Designed for young Flamengo fans with age-appropriate sizing and Flamengo branding.
• Acessórios (Accessories) Accessories including bags, backpacks, caps, water bottles, keychains, wallets, watches, stationery, and pet items. Designed for Flamengo fans seeking official lifestyle and fan accessories beyond apparel.
• Calçados (Footwear) Footwear collection for men, women, and children including sports shoes and casual options. Designed for Flamengo fans seeking official branded footwear for sports and casual use.
• Personalização (Customization Service) Customization service allowing customers to personalize products with names, numbers, and patches. Targeted at Flamengo fans seeking unique, personalized jerseys and merchandise for personal use or as gifts. Personalization items are non-returnable and sold at premium pricing.

Quantifiable outcome

• 42+ million potential customers in fan base
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature2 records

Partnerships

Six partnerships are on record, tiered core, secondary and minor.

• AdidascoreOEM/ Whitelabel/ Licensing PartnerAdidas is the official technical sponsor and equipment supplier for Flamengo. Produces all official jerseys (Manto), training gear, and premium apparel lines. Products include Climacool, Aeroready, and Authentic player-issue versions. Partnership provides exclusive rights to manufacture and sell official Flamengo sportswear.
• BrazilinecoreChannel Partner/ Reseller/ DistributorBraziline produces licensed Flamengo female apparel lines including t-shirts, cropped tops, and casual wear. Products feature proprietary technologies like Dry Max for moisture-wicking. Design collaborations with exclusive patterns and branding.
• StartersecondaryChannel Partner/ Reseller/ DistributorStarter brand produces Flamengo casual accessories and apparel including caps, wallets, shoulder bags, and sportswear. Products feature CRF (Clube de Regatas do Flamengo) branding and club logos.
• XeryussecondaryChannel Partner/ Reseller/ DistributorXeryus produces Flamengo school backpacks, sports bags, travel bags, and necessaire cases. Products available for personalization with club branding.
• VTEXcoreTechnology or IntegrationVTEX provides the e-commerce platform technology powering loja.flamengo.com.br. Handles online store infrastructure, product catalog management, shopping cart, checkout, and payment processing integration.
• ReservaminorChannel Partner/ Reseller/ DistributorReserva is a collab partner producing exclusive Flamengo-branded casual wear and lifestyle products under collaboration line.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Netshoes: Brazil's leading online sporting goods retailer carrying footwear, apparel, and accessories from multiple brands. Competes for the same Brazilian sports consumer wallet on Flamengo-adjacent categories (training gear, athletic footwear); overlaps but is not a licensed Flamengo channel.
• Centauro: Major Brazilian sporting goods retailer with physical stores and a strong e-commerce operation. Offers athletic apparel, footwear, and accessories across multiple sports at competitive prices, creating competitive pressure on Flamengo's official store in non-licensed categories.

Others

• Reserva: Brazilian premium casual apparel brand and current Flamengo collab partner. Operates as both a supplier of exclusive Flamengo casual lines and an independent brand with overlapping customer demographics; comparable as a partner and adjacent competitive brand.
• Adidas Brasil: Adidas's Brazilian direct e-commerce channel. While it is a partnership supplier rather than direct competitor, Flamengo-branded Adidas products are also sold here, creating partial channel overlap and a benchmark for premium sportswear pricing and merchandising.

Broad incumbents

• Fanatics: Global sports merchandise platform operating official stores for major leagues and clubs worldwide. A scaled incumbent that has absorbed many club e-commerce operations; comparable on multi-seller marketplace model, licensing relationships, and breadth of team merchandise.
• Kitbag: UK-based sports merchandise retailer specializing in official football (soccer) jerseys, training wear, and accessories for major European and global clubs. Comparable on product category, licensing model, and DTC e-commerce focus.

Direct peers

• São Paulo FC Loja: Official e-commerce channel of São Paulo Futebol Clube. Comparable in operating model (licensed team merchandise marketplace), customer base (Brazilians football fans), and product mix (jerseys, training apparel, accessories).
• Loja do Corinthians: Official e-commerce store of Sport Club Corinthians Paulista, another top-tier Brazilian football club. Most direct domestic comparable: team-affiliated DTC marketplace selling jerseys, apparel, accessories, and licensed merchandise to a passionate fan base via VTEX-like platforms.
• Loja do Palmeiras: Official online store of Palmeiras, another Brazilian football powerhouse. Operates the same model: licensed marketplace selling jerseys, training gear, and accessories to a massive fan base, with structural peer benchmarks for catalog breadth, pricing, and GTM.

Regional players

• Real Madrid Shop: Official e-commerce store of Real Madrid, operating in Iberia and Europe. Comparable in business model (licensed marketplace, premium jerseys, personalization), but serves a different geography and football culture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1DiN1vR1e2
• Instagraminstagram.com/flamengo
• TikToktiktok.com/@flamengo?lang=pt-BR
• LinkedInlinkedin.com/company/loja-do-flamengo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Loja do Flamengo