Yelum Seguros launches pioneering yellow-card sponsorship for Brazilian referees
The CBF and Yelum Seguros have introduced the "Yelum Seguros Card" campaign, branding every yellow card in top-flight Brazilian matches with the insurer’s logo.
The Brazilian Football Confederation announced a joint effort with insurer Yelum Seguros to brand the yellow card as a communication tool for safety and prevention, creating the "Yelum Seguros Card" campaign. From July 30 until the close of 2026, the Yelum logo will appear on each yellow card shown in every Campeonato Brasileiro Série A and Copa do Brasil match, as well as on the referees’ uniform sleeves and wristbands.
Developed by Greenz - Business Accelerator together with Wolff Sports, the project ties the cautionary nature of the yellow card to the insurer’s mission of protecting Brazilians. André Truzzi, vice-president of Transformation and Assistance at Grupo HDI, highlighted the parallel between the card’s warning purpose and Yelum’s daily role in risk mitigation. Yelum Seguros, a centennial brand now part of Grupo HDI, serves over 2.5 million customers with a broad portfolio that includes auto, home, life and business insurance. The campaign aims to boost brand awareness by leveraging one of Brazil’s most iconic sporting symbols.
Why it matters
It marks the first time a football referee’s equipment carries a corporate sponsor, linking sports safety messaging with an insurance brand.
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