Corinthians and Esportes da Sorte launch bid to reconnect fans with Brazil | OneFootball

By the Central do Timão Editorial Team 

Corinthians and Esportes da Sorte launched the campaign “Cheer like a Corinthians fan” this Sunday (10), an initiative aimed at encouraging an emotional reconnection between Brazilian supporters and the National Team in a World Cup year.

The manifesto film was shown on television and on the giant screens at Neo Química Arena before the derby between Corinthians and São Paulo, valid for the 15th round of the Brazilian Championship, which ended in a 3-2 Corinthians victory.

Photo: Fernando Bueno/Agência Corinthians

As part of the initiative, Timão’s players took the field wearing a customized kit, and a giant flag was unfurled in the Arena’s East Stand. The campaign uses the historic relationship between the Fiel and the club to address themes such as belonging, persistence, and collective support. The creative proposal also seeks to give new meaning to the term “to bottle it,” associating it with confidence and fan engagement with the Canarinho national team.

According to Davi Oliveira, Head of Sponsorships at Grupo Esportes Gaming Brasil, which owns the Esportes da Sorte brand, the campaign aims to bring sporting passion closer to the cultural identity of Brazilian football.

“The campaign is born from the example of the strength and resilience of the Corinthians supporters and from football’s ability to emotionally mobilize the country. The idea is to encourage a reconnection between Brazilian fans and the National Team based on values such as loyalty, presence, and unconditional support,” he said.

The film was directed by Lucca Meloni and Adriano Alarcon of the production company Nocandy. The production uses visual and sound elements to portray an atmosphere of resistance and belonging, including constant rain and a soundtrack built from supporters’ chants. The cast includes Corinthians fans and figures linked to the club, such as historian Fernando Wanner and iconic supporter Wanda Vitorino. Click HERE to watch it.

The partnership between Corinthians and Esportes da Sorte began in 2024 and includes brand activations, hospitality initiatives, digital presence, and social projects related to the club. Amid the commercial relationship, the parties renewed the master sponsorship contract early through December 2029. The deal is estimated at R$ 150 million per year, with the possibility of expansion depending on performance targets.

Corinthians News

This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.