UBER
UBERLÂNDIA
W+K, 2025

In modern football, everything has a price. Brands choose a team, buy their naming rights and change everything – even the team's name. Clubs get rich. Fans get mad. When Uber entered football, they followed suit: bought the naming rights to a century-old, 4th division Brazilian team and changes sponsorships as we know them. By turning a historical coincidence with a 100-year-old brazilian fourth-division club into an idea, Uberlândia became Uberlândia, the first naming rights deal without the naming wrongs.