A polêmica por trás do novo manto do São Paulo | OneFootball

São Paulo’s launch of its latest third kit, designed by New Balance in tribute to the club’s historic 2005 Club World Cup triumph, has sparked debate among supporters over a small but meaningful detail, according to Arquibancada Tricolor.

The jersey draws inspiration from the iconic look sported by Rogério Ceni during the final against Liverpool in Yokohama, a nod especially evident in its design. However, attention has zeroed in on a timestamp printed on the shirt—51:09—intended to commemorate the moment Ceni made his celebrated free kick save against Steven Gerrard. Some fans took to social media to question whether the chosen minute was accurate, pointing out that the match broadcast clock showed the play occurring at 51:49, or 6:49 into the second half.

In response to the confusion, São Paulo’s marketing director, Eduardo Toni, explained to GE that both the club and New Balance intended the timestamp to represent the entire sequence of the free kick—not just the actual shot. “We interpret the moment as a whole: from the anticipation, setting up the wall, the opponent preparing, to the climactic save. That’s the reasoning behind the choice of 51:09,” Toni said.

Renato Elias, marketing manager for New Balance, echoed the club’s stance, emphasizing the symbolic aim of the detail. “Our criterion in selecting the time on the new third shirt was to encompass the full significance of the moment—when one of the world’s best was preparing and then the save happened. From the outset of our partnership with São Paulo, it has been our goal to honor the institution’s history and achievements, and this launch follows that philosophy. The supporters have responded well, as this shirt broke our record for sales in the first 24 hours of any São Paulo kit launch,” Elias said.

Despite the stir online, neither the club nor New Balance plans to alter the shirt or the minute displayed. Sales have quickly outpaced those of previous releases: within 24 hours, purchases surged by 116% compared to the 2024 edition.

While the exact timestamp may spark ongoing debate in the stands and on social media, both São Paulo and its supplier maintain the kit’s purpose is celebration. For now, the third jersey stands as a commercial and symbolic success, regardless of the specificity of its textual homage.

Photo by Alexandre Schneider/Getty Images