NewC Sport has appointed Cesar Sbrighi as General Director in Brazil, reinforcing the Danish company’s expansion across Latin America. NewC Sport has operated in Brazil since 2019 and holds partnerships with clubs including Atlético-MG, Palmeiras and Santos.

 

Cesar brings more than 25 years of experience in sports management, including work across six FIFA World Cups, South American tournament finals and the Olympic Games. His background spans FIFA, CONMEBOL, Corinthians, the Brazilian Athletics Confederation (CBAt), Futebol Card and Imply/Eleven Tickets.

 

“With the arrival of Cesar Sbrighi, we significantly strengthen our ability to help clubs unlock their full commercial and strategic potential,” says Mikkel Skou, CEO of NewC Sport.

 

In Brazil, NewC Sport operates an integrated platform spanning ticketing, access control, membership programmes and commercial activation – including the structuring of Palmeiras’ membership programme, now the largest in the country with almost 200,000 members, and the implementation of facial recognition technology at Allianz Parque.

 

“Latin America is going through a digital transformation in football, and the timing couldn’t be better. With more than 200 million passionate fans in the region and clubs increasingly recognising the value of data-driven engagement, we have an unprecedented opportunity,” says Cesar Sbrighi.