Case M&L: From the World Cup to the cup

Client: M&L Sport Innovation
Brands: Multiple Brazilian football clubs
Segment: Souvenir & Themed Cups
Launch Year: 2016

From the World Cup to the cup

How M&L drew inspiration from World Cup souvenir cups to build a thriving business in the licensing market.

Brazil as a global stage for live experiences

According to ABRAPE, Brazil’s live events sector generated R$ 73 billion in 2023, reached R$ 130.1 billion in 2024, and is projected to hit R$ 141.1 billion in 2025. At stadiums and concerts, themed cups transcend utility to become cherished collectibles.

M&L Sport: from a souvenir cup to a brand that connects

Inspired during the 2014 World Cup in Brazil—when fans lined up to collect matchday cups—founders Marcelo Pedace and Levi Guimarães made football club licensing their core business, partnering with giants like Corinthians, Palmeiras, Santos, Vasco, Botafogo, and more.

Marcelo Pedace — Co-founder, M&L Sport

“M&L was born to create strategic products with major brands. We started with football, our greatest passion, and have expanded into corporate and entertainment events with national and international concerts. We believe in licensing as a powerful tool to build genuine connections with fans.”

M&L’s success can be yours too

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