Esportes da Sorte Launches Campaign Celebrating the Resilience of the Fiel
Brazil.- May 14, 2026 www.zonadeazar.com As the main sponsor of Corinthians, Esportes da Sorte reinforces the historic and unconditional loyalty of the Fiel with the launch of the “Cheer Like a Corinthians Fan” manifesto ahead of the World Cup. The campaign aims to rebuild the connection between Brazilian fans and the national team.
The project, created by Agência Brenda, seeks to redefine the term “amarelar” in Portuguese. The expression is often used to suggest that someone “crumbles under pressure.” The initiative transforms the concept into an invitation to believe without hesitation and act with confidence.
“The campaign stems from the symbolic strength of the Corinthians fanbase and soccer’s ability to emotionally mobilize the entire country. The idea is to encourage Brazilian fans to reconnect with the national team through values such as loyalty, presence, and unconditional support,” said Davi Oliveira, Head of Sponsorships at Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand.
The campaign aired on Sunday, May 10, on TV Globo during programs such as Em Família com Eliana and Fantástico. At the same time, the video was shown on the giant screen at Neo Química Arena during Corinthians’ 3-2 victory over São Paulo in the classic match corresponding to the 15th round of the Brazilian Championship.
To bring the concept to life, the players entered the field wearing jerseys bearing the phrase “Cheer like a Corinthians fan,” while the same message appeared on the stadium’s LED screens. In the stands, fans received handmade banners and unfurled a giant flag inspired by the campaign, also featuring the slogan.
The film, directed by Lucca Meloni and Adriano Alarcon (Nocandy), uses symbolic visual elements to create an atmosphere of persistence and resilience. Rain is incorporated into unexpected scenes, and the soundtrack was built using authentic chants from the Corinthians fanbase to create a sensory immersion. The production team also incorporated real fans into the piece, including historian Fernando Wanner and iconic Corinthians fan Wanda Vitorino, with the aim of reinforcing the authenticity and legitimacy of the message.
“It was a campaign developed with great responsibility because we were entering sacred territory. Hearing legendary players like Marcelinho Carioca tell us we were on the right track was very important,” said Raphael Pinteiro, one of the partners at Agência Brenda.
“Our intention was to inspire Corinthians fans through pride, while also encouraging fans of other clubs to embrace the message: Brazilian soccer fans need this spirit and this fighting spirit,” added Bernardo Barbosa, also a partner at the agency responsible for the campaign.
Edited by @pererarte www.zonadeazar.com
