Esportes da Sorte Launches Fan Engagement Campaign for Corinthians’ 116th Anniversary

Esportes da Sorte, master sponsor of Sport Club Corinthians Paulista, is marking the club’s 116th anniversary with a slate of fan-facing activations that include a monochrome social media campaign, a commemorative stadium display, and interactive supporter participation. The operator’s new sponsorship agreement with Corinthians extends through 2029, with an estimated annual investment of R$150 million and performance incentives raising the potential outlay above R$200 million.

Esportes da Sorte’s Anniversary Fan Campaign Explained

The operator’s campaign revolves around cultivating fan engagement in both the digital space and the stadium during key fixtures. All official Esportes da Sorte social media channels have adopted Corinthians’ black-and-white colours, with a full feed monochrome takeover to celebrate the club’s milestone anniversary.

A central element is the 'Biggest Poropopó of All Time' campaign, in which supporters are encouraged to submit horizontal videos of themselves singing the club’s iconic “Poropopó” chant. Esportes da Sorte stated that selected fan videos will be broadcast on the big screen at the Neo Química Arena during Corinthians’ home fixture against Chapecoense in the Campeonato Brasileiro on 6 September. The campaign extends into the stands, with 40,000 handheld banners emblazoned with “poropopó” distributed among attending fans for display at the match.

“The Fiel fanbase is the beating heart of Corinthians, and every initiative is designed to honour that dedication. Dressing our social channels in black and white and calling on supporters to create the biggest Poropopó in history are ways of recognising the people who make this club a giant, while maintaining our commitment to creating unforgettable memories and strengthening this connection,” said Davi Oliveira, head of Sponsorships at Esportes Gaming Brasil Group.

Corinthians Sponsorship Renewal and Investment Scale

Esportes da Sorte has renewed its master sponsorship with Corinthians through 31 December 2029. The company disclosed a base annual sponsorship investment estimated at R$150 million, with performance-based mechanisms that could raise the total above R$200 million per year. Notably, Esportes da Sorte confirmed that these funds will be entirely managed by Corinthians for club initiatives.

The sponsorship covers a comprehensive range of rights:

• Brand placement on the official kits of the men's, women's, and youth teams
• Digital and stadium activations throughout the contract period
• Support for club-affiliated social projects

Expanding Brand Presence and Fan Experience

The revised agreement gives Esportes da Sorte an expanded role across Corinthians’ digital and physical environments. Alongside prominent kit branding, the operator will have scope for ongoing b2b and fan engagement initiatives. The focus on in-stadium experiences, including interactive video campaigns and large-scale visual elements, seeks to connect with the supporter base directly.

The in-stadium activations build on broader shifts in Brazilian football sponsorship, where operators are acquiring broader rights and seeking measurable reach. By turning over all investment to club management and integrating social projects, Esportes da Sorte positions itself as a long-term stakeholder in Corinthians’ community presence.

The "Biggest Poropopó of All Time": How It Works

• Supporters are invited to submit horizontal videos of themselves performing the “Poropopó” chant.
• Submitted content will be curated and displayed during the 6 September match at Neo Química Arena.
• 40,000 banners with “poropopó” branding will be distributed to fans in attendance.

These initiatives are part of Esportes da Sorte’s objective to foster a unique matchday atmosphere, both through technology-driven digital activations and physical displays within the stadium.

Broader Context: Operator Sponsorships in Brazilian Football

Brazil’s competitive sponsorship landscape has seen brands vying for exposure through high-profile clubs, with longer-term rights and performance clauses increasingly common. The Esportes da Sorte-Corinthians deal aligns with this trend, marked by a notable financial commitment and a stated emphasis on engagement, not just brand visibility. The focus on digital integration and community projects reflects evolving expectations for operator-club partnerships in the market.

Outlook and Next Steps

Esportes da Sorte’s next major activation will be seen during the Corinthians versus Chapecoense league fixture on 6 September. The effectiveness of these activations in terms of engagement and impact on fan sentiment will become evident as the campaign unfolds during the 116th-anniversary celebrations.