By Brazil Stock Guide – Flamengo is introducing in-stream shopping on its official channel, FlamengoTV, by integrating YouTube Shopping in partnership with Shopee, owned by Sea Ltd. (SE). The initiative makes the Brazilian club the first in football to link a marketplace directly to content on Alphabet Inc.’s YouTube (GOOGL), allowing fans to buy products without leaving live broadcasts or videos.
The rollout will debut during the Supercopa do Brasil final between Flamengo and Corinthians on Feb. 1 at Mané Garrincha Stadium in Brasília. Viewers will see a curated selection of official Flamengo merchandise and Shopee items tagged during the live stream, with purchases completed through YouTube’s checkout flow.
Flamengo said the integration enables product recommendations to appear at selected moments, while remaining accessible across standard videos, live streams and Shorts. The move expands the club’s direct-to-consumer strategy and deepens its commercial relationship with Shopee to develop new, integrated shopping experiences for supporters.
“FlamengoTV is today a strategic asset for the club, both in reach and in engagement,” said Flavia da Justa, Flamengo’s director of communication and brand. “Integrating YouTube Shopping is an important step in the evolution of our owned media because it connects content, experience and consumption in a natural way, respecting the fan’s time and interest.”
Shopee said the partnership follows the Brazilian launch of YouTube Shopping in late 2025, with the platform positioning itself as a new sales channel for creators, brands and sports organizations. “We believe this format will be highly relevant for creators, brands and now football clubs,” said Felipe Piringer, Shopee’s head of marketing.
YouTube said the tool combines live entertainment with immediate purchasing, offering a seamless experience for audiences. “Having FlamengoTV adopt this feature with Shopee shows how social commerce can boost fan engagement,” said Manuelle Pires, YouTube Shopping lead in Brazil.
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