Corinthians represented by São Paulo government at FITUR 2026 in Madrid | OneFootball

Corinthians’ shirt was showcased at FITUR 2026 in Madrid, where São Paulo’s state government presented the club as part of its new Rota do Futebol. According to Meu Timao, the initiative targets European visitors drawn to Brazilian sporting culture.

The fair ran from 21 to 25 January, with Setur-SP positioning football as a key tourism asset for the state. The route links clubs and experiences into a coherent offer for overseas travellers.

Corinthians sent the shirt, which was presented by São Paulo’s tourism secretary, Roberto de Lucena, during promotional activities at the event. The move formed part of the campaign’s launch on the international stage.

The project sits within a wider push to diversify São Paulo’s attractions and to promote the state beyond business and the coast. It blends football, history, culture and entertainment for a foreign audience.

São Paulo’s delegation used one of the world’s biggest tourism showcases to pitch the state’s potential to tour operators, travel agents and specialist European media, broadening international reach.

Corinthians’ inclusion is seen as strategic, given its vast support and the Neo Química Arena’s profile. On non-match days the stadium hosts guided visits under the Arena Experience banner.

The Tour Casa do Povo at the Neo Química Arena lasts about one hour 20 minutes. It takes visitors to the museum, the press room and the official dressing room, where the Libertadores trophy is displayed, and includes the chance to step pitchside and sit in the dugout.

Source: Meu Timao