Itaú Unibanco creates unit for sports and entertainment

Itaú Unibanco announced on September 28 the integration of Itaú BBA and Itaú Private to create a specialized vertical focused on sports, media, and entertainment, known as SM&E. The new structure brings together teams across commercial banking, investment banking, and private wealth management to finance operations, advise on transactions, and manage fortunes for artists, athletes, and industry businesses.

The bank points to sizeable revenue streams across these sectors in Brazil. Domestic soccer broadcasting rights totaled BRL 5.4 billion in 2025, with Itaú BBA estimating market potential between BRL 7.4 billion and BRL 12.4 billion. In recorded music, revenue reached BRL 3.96 billion last year, up 14.1% according to Pro-Música Brasil, while the copyright collection bureau Ecad raised BRL 2.1 billion from public performances.

Within corporate operations, Itaú BBA already serves several hundred clients linked to the segment and has assigned dedicated relationship managers. Meanwhile, Itaú Private has assigned 19 dedicated professionals to the SM&E unit. The overall private banking arm oversees BRL 1.2 trillion in assets under management, with approximately two-thirds held locally in Brazil and one-third positioned abroad.