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A Nike não comprou um fornecedor de uniformes. Comprou o direito de controlar a agenda, a escalação e a imagem da maior seleção do mundo. Em 1996, ela pagou US$ 40 milhões/ano. Mas o valor real estava na cláusula: direito de propor amistosos e exigir 8 jogadores titulares em cada um. Enquanto todo mundo via patrocínio, a Nike via infraestrutura de distribuição global. O Brasil deixou de ser cliente e virou ativo. Em 2026, o contrato subiu para R$ 1 bilhão/ano. Não por generosidade — por retorno
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