Esportes da Sorte Celebrates 116th Anniversary of Corinthians with Stadium Campaign
The Brazilian operator strengthens its sponsorship of Corinthians with fan initiatives, a black-and-white social media campaign, and an agreement estimated at up to R$200 million annually.
Key Takeaways
- Esportes da Sorte celebrates the 116th anniversary of Corinthians with activations at the stadium and on social media.
- The new sponsorship includes a minimum investment of R$150 million per year, potentially exceeding R$200 million.
- The brand will feature on the jerseys of the men's, women's, and youth teams, alongside social projects.
- The campaign 'Poropopó the Biggest of All Time' involves fan-submitted videos and 40,000 banners in the stadium.
Esportes da Sorte commemorates the 116th anniversary of Sport Club Corinthians Paulista with a series of initiatives primarily aimed at fans. The campaign unfolds on both social media and at the stadium during the upcoming league match, as part of its ongoing presence as the club's main sponsor. The operator has renewed its sponsorship agreement until December 31, 2029, with new rights and a significant annual budget.
Fan Activations: The Focus of the Anniversary
The anniversary campaign centers on the bond with Corinthians fans. Esportes da Sorte launched a commemorative video and adapted its official channels to the club's black and white colors, turning its digital presence into an extension of the anniversary. Furthermore, the company is asking fans to submit horizontal videos singing "Poropopó," the emblematic chant of the supporters, as part of the campaign titled "The Biggest Poropopó of All Time."
These fan recordings will be displayed on the main screen of the stadium on September 6, the day Corinthians faces Chapecoense in the Campeonato Brasileiro. Additionally, Esportes da Sorte will distribute 40,000 banners featuring the word "poropopó" to be showcased in the stands during the match.
Sponsorship Strategy and Investment for Corinthians
The renewal of the sponsorship between Esportes da Sorte and Sport Club Corinthians Paulista reinforces the brand's economic commitment and visibility. The new agreement stipulates an estimated investment of R$150 million annually, with performance-linked mechanisms that could elevate the total figure above R$200 million. According to the released information, all funds are directly intended for management by the club.
The associated rights include the brand presence on the official jerseys of the men's, women's, and youth teams, as well as digital activations and support for social projects linked to the institution.
"The Fiel supporter base is the heart of Corinthians, and every initiative seeks to honor that dedication. Changing our networks to black and white and calling on fans to create the largest Poropopó in history are ways to recognize those who make this club great, reinforcing our commitment to create unforgettable memories and strengthen that connection," stated Davi Oliveira, Sponsorship Director of Esportes Gaming Brasil Group.
Media Projection and Objectives of the Agreement
The visibility of the campaign is not limited to the stadium. The social media takeover positions Esportes da Sorte directly in the digital conversation, aligning its image with the club's culture. The campaign encourages active participation from fans and the appropriation of Corinthians symbols, key elements in high-value sponsorship agreements.
The investment forecast raises the bar in the context of Brazilian football, where private sponsorship often relies on results and brand exposure. The inclusion of women's and youth teams in jersey rights suggests an expansive strategy aimed at all segments of the fanbase.
Implications for the Betting Market and the Sports Industry
This sponsorship deal reinforces the trend of integration between sports betting platforms and football clubs, especially in South American markets. For Esportes da Sorte, the ongoing collaboration with Corinthians, combining high-profile actions at stadiums and digital channels, aims to consolidate its position in both the national betting market and the B2B segment.
The activation coincides with a moment of consolidation of agreements between betting operators and traditional clubs. According to published figures, the scale of the agreement places this sponsorship among the highest in current Brazilian football.
Social Projects and Digital Outreach
In addition to classic advertising visibility, the agreement emphasizes support for social projects managed by the club. This approach, alongside increased digital presence and fan participation through initiatives like the "Biggest Poropopó," diversifies impact channels and seeks to emotionally connect with the fanbase.
The anniversary campaign demonstrates how betting platforms can design strategies beyond mere advertising, using the club's ecosystem to build loyalty and strengthen brand identity in the sports context.
Frequently Asked Questions
¿Qué incluye la campaña de Esportes da Sorte para el aniversario del Corinthians?
La campaña abarca un video conmemorativo, un takeover de redes sociales en blanco y negro, la recolección de videos de hinchas cantando 'Poropopó', y la distribución de 40.000 pancartas en el estadio durante el partido del 6 de septiembre.
¿A cuánto asciende la inversión anual del patrocinio entre Esportes da Sorte y Corinthians?
La inversión anual estimada es de R$150 millones, con mecanismos ligados al desempeño que pueden elevar el monto a más de R$200 millones por año, a ser gestionados directamente por el club.
¿Hasta cuándo se extiende el acuerdo de patrocinio?
El acuerdo renovado entre Esportes da Sorte y Corinthians está vigente hasta el 31 de diciembre de 2029, abarcando derechos de marca y activaciones ampliadas.
¿Qué equipos se benefician de la presencia de la marca en las camisetas?
La marca Esportes da Sorte aparece en los uniformes de los equipos masculino, femenino y juvenil del Corinthians según los términos del nuevo acuerdo.
¿Cómo se involucra a los aficionados en la celebración del aniversario?
Se pide a los seguidores del club enviar videos cantando el cántico 'Poropopó', que se proyectarán en la pantalla del estadio, y se repartirán pancartas para crear una experiencia visual y sonora colectiva durante el partido con Chapecoense.
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About the author
Emilio Navarro
Industry Technology Correspondent
Emilio Navarro covers the cross-cutting technology and business of iGaming — platforms, data and AI, compliance tooling, affiliate marketing, financial results, and the stories that fit no single rubric. The reports open with the announcement, cite vendors and figures exactly as published, and keep a healthy distance from press-release language. When a supplier unveils a new engine or the advertising rulebook changes, Emilio Navarro reports what genuinely changes.
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