Rafael Zanette

Chief Marketing Officer (CMO) & Chief Commercial Officer (CCO) @ LNF

About

Executive and strategic consultant in Sports Business, sponsorships and iGaming, with more than 20 years of experience in the Brazilian sports industry. Throughout my career, I have participated in negotiations and projects that generated more than BRL 300 million (USD 60 million) in business involving sponsorships, activations, commercial rights and strategic agreements within the sports industry. My background combines experience across clubs, leagues, betting, media, research, branding and commercial development, providing a broad perspective on monetization, strategic positioning and business generation within the sports ecosystem. I currently work on developing commercial opportunities, strategic projects and business connections for brands, investors, sports properties and companies interested in expanding their presence in the sports and entertainment industry. Experience in: • Sponsorships • Business Development • Sports Asset Monetization • Brand Partnerships • Commercial Expansion • Licensing • Fan Engagement • Revenue Generation Professional experience with organizations such as Palmeiras, Atlético Mineiro, Cruzeiro, Avaí, Grupo Figer, EstrelaBet, Liga Nacional de Futsal and Paysandu. At Palmeiras, I was part of one of the club’s most significant institutional and commercial growth periods, including the expansion of the Avanti membership program from 9,000 to more than 128,000 members, as well as projects related to branding, media and sponsorships. At Paysandu, I participated in the club’s commercial restructuring and strategic positioning process, contributing to record sponsorship revenues, tripling the number of sponsors and strengthening one of the leading sports properties in the Amazon region. In the iGaming and betting industry, I participated in the commercial expansion and strategic positioning of one of the leading operations in Brazil, developing partnerships with major sports properties and contributing to a growth cycle recognized by national and international industry awards. I was elected South America’s Best Sports Marketing Executive in 2023 and participated in award-winning campaigns recognized by New York Festivals, El Ojo, Clube de Criação, Prêmio Caio and SBC Awards. I also work as a professor, speaker and mentor in initiatives focused on the development of the sports industry. Specialties: • Sports Business • Sponsorships • Football Business • iGaming & Betting • Commercial Strategy • Business Development • Brand Partnerships

Country

Brazil

City

São Paulo

Industry

Marketing & Advertising

Skill

negotiation, sales management, commercial marketing, business, Análise de negócios, Marketing comercial, Gestão de vendas, Ativação de patrocínio, Estratégia de conteúdo, Liderança de equipe, Gestão estratégica, Comunicação, Programas de patrocínio, gestao de marketing, Criatividade, Estratégias de campanha, Prospecção de clientes, Comercial, Marketing de patrocínio, Captação de recursos

Experience

Chief Marketing Officer (CMO) & Chief Commercial Officer (CCO)

LNF

2026-1 - Present · 9 mos

São Paulo, São Paulo, Brasil

Responsible for the Marketing and Commercial Departments of the National Futsal League

Commercial Consultant

Paysandu Sport Club (OFICIAL)

2026-1 - Present · 9 mos

Diretor de Marketing, Comercial e Comunicação

Paysandu Sport Club (OFICIAL)

2025-1 - 2025-12 · 1 yr

Белен, PA

CEO

Passione Marketing Esportivo

2016-8 - Present · 10 yrs 2 mos

São Paulo e Região

Passione Marketing Esportivo tem uma postura inovadora para levar serviços de qualidade em consultoria, capacitação e conteúdo totalmente personalizados para a indústria esportiva. Fundador e responsável pela empresa.

Head de Patrocínios

EstrelaBet

2021-11 - 2023-12 · 2 yrs 2 mos

São Paulo, São Paulo, Brazil

Head of Sponsorship

Cruzeiro Esporte Clube - SAF

2021-6 - 2021-8 · 3 mos

Belo Horizonte - MG

Responsible for the commercial department of Cruzeiro Esporte Clube. Prospecting strategy Development of new commercial properties Relationship with sponsors Sponsorship negotiation

Marketing Manager

Clube Atlético Mineiro

2019-5 - 2020-2 · 10 mos

Belo Horizonte - MG

Responsible for the marketing department of Clube Atlético Mineiro. Key activities include marketing and advertising campaigns, fan membership programs, brand licensing, and branding initiatives.

Business Director

Avaí Futebol Clube

2016-2 - 2016-7 · 6 mos

Florianópolis - SC

Responsible for the commercial, communication, and marketing areas. Commercial role: sponsorship prospecting, relationship management with commercial partners, development of new commercial proposals with a different approach for the sports market, market mapping, new commercial proposals, new licensing proposals for the club, creation of campaigns with excellent results for the club's store. Marketing role: department very aggressive in this area, campaigns with great impact among fans. Key projects undertaken: Creation of TV Avaí and Women's Day Campaign Avaí Outlet: campaign for selling products in the club's official store. Revenue 1000% above normal store sales. Sponsorship activation with the Fiat brand in the classic Avaí x Figueirense match. Competencies: Team leadership, marketing management, strategic management, sales, communication, sports marketing, sponsorship programs, branding.

Marketing Manager

S.E. Palmeiras

2013-4 - 2015-7 · 2 yrs 4 mos

Sao Paulo - SP

Responsible for branding and strategic marketing planning. Main functions: Branding, Advertising campaigns, Strategic marketing planning, Centennial actions such as the gala party, Official application, Creation of Palmeiras on TV, Management of basketball and football sponsorship, Contract renewal defenses and special projects, Market intelligence, Activation actions, Product licensing, Innovative and personalized commercial presentations, etc. Main departmental results: Official application: Record for club app downloads in Brazil with over 100,000 people downloading in the first month in 2015. Avanti Fan Membership: 9 thousand members in Apr/13 -> 128 thousand members in Jun/15. Sponsorship: Most valuable shirt sponsorship in Brazil -> 50 million in sponsorship in 2015. TV Palmeiras/FAM: 4 thousand in Apr/13 -> 314 thousand in Jun/15. Largest club YouTube channel in the Americas and 7th in the world in number of subscribers.

Director of Sports Marketing Planning

Grupo Figer

2011-7 - 2013-3 · 1 yr 9 mos

Sao Paulo - SP

Responsible for the planning of sports projects. Company within the Figer Group, one of the largest football groups in the world. Key clients served: Disney, Samsung, Itaú, Julio Baptista, Fila, Adidas, Pelé Club, among others.

Commercial & Marketing

Informidia Pesquisas Esposrtivas

2007-12 - 2011-6 · 3 yrs 7 mos

Sao Paulo - SP

This company, affiliated with IBOPE and focused on the sports marketing segment, served the main players in the Brazilian sports industry, such as: Globo, Traffic, Klefer, Octagon, Banco do Brasil, Unimed, Petrobras, Medley, LG, Samsung, Caixa Econômica, Bradesco, Santander, Suvinil, Bosch, Pirelli, Volkswagen, Chevrolet, Texaco, Ipiranga, Pinheiros, Minas Tênis, Superliga de Vôlei, Stock Car, Flamengo, Vasco, Botafogo, São Paulo, Corinthians, Palmeiras, Santos, Portuguesa, Cruzeiro, Atlético/MG, Atlético/PR, Coritiba, Avaí, Figueirense, Internacional, Ponte Preta, Ceará, among others.