Ten jerseys will be worn by the starting players as they enter the field, each numbered 45+ and featuring the phrase “Don’t wait until the 45th minute”, a message encouraging men not to postpone health checkups. One additional jersey — worn by forward Matheusinho — will be used during the match itself, symbolizing the club’s commitment to the campaign.
The initiative aims to raise funds for the Instituto Lado a Lado pela Vida, creator of the Novembro Azul movement, which encourages men to take care of their health and undergo preventive screenings.
The jerseys, representing the prostate cancer prevention movement, will be available for bidding on the Play For a Cause platform (www.playforacause.com.br) after the final whistle and remain open until November 14. Jerseys worn during the pre-match ceremony will start at R$ 500 (US$100), while Matheusinho’s match-worn shirt will open at R$ 650 (US$130).
Matheusinho, who usually wears number 17, will take the field in jersey number 45 — a symbolic gesture reinforcing the club’s and its main sponsor’s commitment to social causes, using football as a platform for awareness and positive impact.
Beyond the pitch, Betnacional will also take the prevention message to the digital space. Throughout November, the platform will display health awareness alerts to users, encouraging them to schedule regular consultations and screenings.
The campaign is part of Betnacional’s Responsible Gaming pillar, which includes time and deposit limits, pause options, self-exclusion tools, 24-hour support, and a partnership with the Instituto Brasileiro de Jogo Responsável (IBJR).
Álvaro Garcia, CMO of Flutter Brazil, highlighted the initiative’s purpose: “When we combine football passion with practical information, we create real impact. With the 45 campaign on the field, the charity auction, and in-platform alerts, we’re adding purpose to our narrative. We want every fan’s support in the stands to translate into one simple and essential action: talking to their doctor and scheduling a check-up.”
Victor Fernandes, marketing coordinator at Sport, added: “This campaign focuses on raising awareness for a cause that saves lives. Betnacional and Play For a Cause joined Sport to amplify this message and encourage men to take care of their health.”
“The symbolic weight of the Sport jersey helps reach more people and highlight the importance of health care — particularly, prostate cancer screening.”
The Play For a Cause team also emphasized the social value of the initiative: “This is a campaign that unites love for football with an essential cause. We want to engage fans and collectors in a movement of awareness and solidarity, showing that sport can be a powerful ally of prevention.”
Betnacional
Betnacional, part of Flutter Brazil, has been authorized to operate fixed-odds betting in Brazil since January 2025 under SPA/MF Ordinance No. 2.092/24.
Known as “the Bet of Brazilians”, the brand continues to invest in celebrating Brazilian culture, sponsoring some of the country’s biggest events and shows — including Big Brother Brasil 2025, Rio Open, Lollapalooza, Lauana Prado’s Raiz Tour, and Carnaval de Salvador, among others.
Its ambassadors include football star Vini Jr., singer Nathanzinho, and legendary sports commentator Galvão Bueno.
Betnacional maintains a strong presence in sports sponsorships, with branding in stadiums and advertising across major tournaments through BRAX. It is also the official sponsor of Football 2025 on Rede Globo, main sponsor of Sport Club do Recife, and supporter of the Rio Marathon 2025. The brand will also join CazéTV in broadcasting the 2026 FIFA World Cup.
Betnacional promotes the sustainable growth of Brazil’s betting industry and reinforces its commitment to Responsible Gaming, maintaining a strong partnership with the IBJR.
Play For a Cause
Founded in 2020, Play For a Cause uses sports and entertainment as tools for social transformation. In collaboration with clubs, athletes, brands, and sports competitions, the company connects fans to unique items and experiences, generating resources to support Brazilian social institutions.
Since its foundation, Play For a Cause has raised over R$ 5 million (˜ US$ 1 million) for 130 institutions across 18 states, directly impacting over 50,000 families. In 2024, founders André Georges and Manuella Carvalho were recognized on the Forbes Under 30 list in the Social Entrepreneurship & Third Sector category.
Instituto Lado a Lado pela Vida
Founded in 2008, the Instituto Lado a Lado pela Vida is the only Brazilian social organization dedicated simultaneously to the country’s two leading causes of mortality — cancer and cardiovascular diseases — along with a strong focus on men’s health.
Its mission is to mobilize and engage society and health managers, expanding access to healthcare services — from prevention to treatment — and transforming the country’s public health landscape. The institute works to ensure that all Brazilians have access to accurate information and quality healthcare at every stage of life.
Beyond creating 'Novembro Azul', the institute also leads other major awareness campaigns, including 'Respire Agosto', 'Siga seu Coração', 'Mulher por Inteiro', and 'Câncer por HPV: O Brasil pode ficar sem'.
Service
Campaign: Sport Auction for Novembro Azul
Date: Until November 14
Starting bids: R$ 500 (US$100) for pre-match jerseys; R$ 650 (US$130) for Matheusinho’s match-worn jersey
Auction link
Source: GMB
