Leila Pereira

Leila Mejdalani Pereira is a Brazilian businesswoman, lawyer, journalist, and sports executive. She is the CEO of Crefisa, one of Brazil's largest consumer credit companies, and the president of Sociedade Esportiva Palmeiras, a position she has held since 2021. As the first woman to lead the club in its 107-year history, she oversees a team that has won multiple national and continental titles under her tenure. Her leadership is defined by a fusion of corporate discipline and football strategy, a combination that has brought Palmeiras sustained success and made her a polarizing but pivotal figure in the sport. Forbes Brazil has consistently ranked her among the country's most powerful women, and in 2022 she was listed as the fifth richest woman in Brazil. She is also a licensed lawyer and former television journalist, with a net worth estimated at US$ 1.5 billion as of 2026.[edit]

Leila Pereira grew up in Cambuci, a working-class neighborhood in São Paulo, where her father worked as a driver and her mother as a housewife. Financial constraints were a constant presence, and she began working as a secretary as a teenager to contribute to the household. Determined to build a better future, she pursued higher education with remarkable discipline, attending night classes at Universidade Presbiteriana Mackenzie after full workdays. She earned degrees in both Law and Journalism, a dual qualification that reflected her broad ambitions.

After graduating, she worked as a journalist and television presenter for Bandeirantes TV, covering sports and general news. The late 1990s marked a turning point when she left media to join Crefisa, a consumer credit company founded by her then-husband José Roberto Lamacchia. She started in communications, but her sharp business instincts quickly became apparent. Following her divorce in the early 2000s, she took over as CEO, transforming Crefisa into a financial powerhouse specializing in payroll loans and consumer credit. This period laid the groundwork for her later influence in Brazilian football.[edit]

Pereira's breakthrough came in 2015, when she brokered a landmark sponsorship deal between Crefisa and Palmeiras, injecting roughly R$ 80 million per year into the club. The partnership was controversial, with critics accusing her of blurring the lines between sponsor and club, but it undeniably revived Palmeiras financially and competitively. In 2017, she joined the club's advisory board, and in November 2021 she was elected president with 68 percent of the vote, becoming the first woman to lead Palmeiras in its 107-year history.

Under her presidency, Palmeiras won the Copa Libertadores in 2021 and three consecutive Campeonato Brasileiro titles in 2022, 2023, and 2024. The club also claimed the Campeonato Paulista in 2025. Pereira invested heavily in infrastructure, including a new R$ 200 million training center in Guarulhos. In 2026, she announced plans to expand Crefisa into digital banking, further diversifying her business empire. Her tenure has been marked by professionalization, data-driven decision-making, and a relentless focus on winning.[edit]

Brazilian media often refers to Pereira as "A Dona do Jogo" (The Owner of the Game) and "A Rainha do Futebol" (The Queen of Football). Her public persona is one of polished authority: tailored blazers, pencil skirts, high heels, and her trademark red lipstick. She maintains a professional social media presence on Instagram, where she posts match-day photos, trophy celebrations, and business meetings. Supporters chant her name at matches and display banners reading "Leila, nossa presidente." Critics question the close financial ties between Crefisa and Palmeiras, but the club's sustained success has muted much of the opposition. Pereira rarely engages in online debates, preferring to let results speak for themselves.[edit]

Leila Pereira commands a distinct sphere of influence within Brazilian culture, where her identity is inextricably linked to the institutional power of Sociedade Esportiva Palmeiras rather than a personal cult following. The public perceives her not as an entertainer with a dedicated fanbase, but as a formidable corporate executive and club administrator whose authority is exercised through press conferences, official governance, and strategic social media communication. While supporters chant her name and display banners, these actions are expressions of loyalty to the club's leadership and its on-field success rather than evidence of a formalized fandom structure specific to her personhood. There are no documented fan-funded projects, unique rituals, or organized campaigns bearing her name that exist independently of the broader Palmeirenses community. Her cultural mythology is rooted in her historic status as the first woman to lead the century-old institution, a narrative reinforced by her combative management style and vocal defense of the club's interests against rivals. Recent years have seen her reputation sharpened by controversial public commentary regarding league organization and rival statements, cementing her image as a fierce defender of Palmeiras' commercial and sporting priorities. Despite her high profile and polarizing nature, iFANN's Global Fame Engine has evaluated this individual and determined that she does not currently hold a placement in the published rankings for the Global Top 1,000 or any Top-100 scope list. Consequently, Leila Pereira is not ranked among the most famous people in the world at this time.[edit]

Born on November 11, 1964, in Cambuci, São Paulo, Leila Pereira maintains a black belt in jiu-jitsu, a discipline she utilizes for stress relief and mental fortitude. She approaches football with the detached analytical eye of a business executive, preferring to study data and strategy over watching matches as a casual fan. Her professional image is defined by tailored power suits and a signature red lipstick, while her office at Crefisa displays extensive Palmeiras memorabilia and photographs with players. As a practicing Catholic, she has cited faith as a guiding principle in her decision-making process. Notably, despite her immense wealth derived from Crefisa and other ventures, she serves as president of Palmeiras without drawing a salary, accepting the role voluntarily. To ensure safety amidst threats received during her tenure, she travels in a bulletproof vehicle accompanied by a security detail. A defining moment in her modern legend occurred in 2023 when she was elected president, breaking a century-long barrier as the first woman to lead the club. This achievement was followed by a female-only news conference in January 2024, where she explicitly addressed structural challenges in sports administration. By late 2024, she had successfully navigated internal political conflicts, winning a legal case against a council member that solidified her authority within the organization.[edit]

Pereira has two children, Rodrigo and Marcela, from her marriage to José Roberto Lamacchia. Both work in the family business. She keeps her family life relatively private but has mentioned that her children are involved in Crefisa operations. She owns multiple properties in São Paulo, including a luxury apartment in the Jardins neighborhood and a country estate in the interior. She has no pets publicly known. Her parents were a driver and a housewife; they have not been named in media reports. Pereira has described her upbringing as modest but instilling a strong work ethic.[edit]

Pereira's ex-husband José Roberto Lamacchia founded Crefisa and remains a minority shareholder. She works closely with Palmeiras head coach Abel Ferreira, who has led the team to multiple titles. Previous president Maurício Galiotte supported her candidacy. She oversaw the development and sale of youth star Endrick to Real Madrid. Ednaldo Rodrigues, president of the Brazilian Football Confederation, has been mentioned as a potential future collaborator. Neymar has publicly praised her leadership.[edit]

Pereira was married to José Roberto Lamacchia, the founder of Crefisa, from approximately the late 1980s until their divorce in the early 2000s. The split was reportedly amicable, and they maintained a business partnership; Lamacchia remains a minority shareholder in Crefisa. They have two children together, Rodrigo and Marcela. Since the divorce, Pereira has not publicly dated or married anyone. She has stated in interviews that she is focused on her career and family, and has no interest in public romantic entanglements. As of 2026, she is single.[edit]

iFANN currently estimates Leila Pereira's net worth at $1.8 Billion as of 2026. This valuation is derived primarily from her majority ownership of Crefisa, a consumer credit company managing assets exceeding R$ 10 billion. Crefisa specializes in payroll loans, personal loans, and credit cards, having expanded operations into insurance and digital banking sectors. The company maintains an annual sponsorship agreement with Palmeiras valued between R$ 80 million and R$ 120 million. Beyond her primary financial holdings, Pereira holds stakes in various fintech startups and real estate development firms. Her personal property portfolio includes multiple residences in São Paulo, featuring a luxury apartment in Jardins and a country estate. Forbes Brazil previously ranked her as the fifth richest woman in the nation in 2022, assigning a value of R$ 8 billion to her assets at that time. She continues to serve as the voluntary president of Palmeiras without receiving a salary for the position.[edit]

Pereira has been recognized primarily through business and leadership honors. Forbes Brazil has listed her among the most powerful women in the country annually from 2018 to 2024. She received the Prêmio Líderes do Brasil in 2022 for leadership in business and sports. The Caboré Award in 2016 recognized the marketing excellence of the Crefisa-Palmeiras sponsorship. She has also been honored with the Troféu Mulher Imprensa for her work in journalism and business.[edit]