The manifesto film 'Sem Corinthians' (Without Corinthians) premiered on Sunday night (31) during the halftime of the 'Fantástico' TV show. Directed by Nixon Freire, the piece placed real fans at the center of the narrative, exploring both the emotional side and the irreverence of the fans.
“Celebrating 115 years of Corinthians is, for us, much more than supporting a club: it’s about being alongside one of the world’s largest fanbases at a historic moment. The ‘Faithful to the Madness’ campaign translates our ambition to build emotional bonds with fans and further consolidate Esportes da Sorte’s presence in the heart of every Corinthians supporter,” said Darwin Filho, CEO of Esportes da Sorte.
The media strategy includes placements on broadcast TV, notably Globo and Record, as well as strong digital presence on portals such as UOL, Terra, and Globoplay, complemented by programmatic media in key regions. The plan also covers cinema screenings in São Paulo, OOH activations in high-traffic areas, and sponsorships in sports broadcasts, including Cazé TV and Record’s Brasileirão coverage.
“The strength of this fanbase lies in its unique way of living football, and that inspired every detail of the campaign. We want fans to see themselves in the ads, feel part of the story, and recognize that Esportes da Sorte shares the same passion, on and off the field,” added Marcela Campos, Vice President of Esportes da Sorte.
Beyond the screens
In terms of live experiences, the brand expanded its presence inside and outside the Neo Química Arena. Initiatives included visual activations at Parque São Jorge, on the training center wall, and around the stadium, as well as interactive dynamics and the participation of content creators.
The August 31 derby featured four Instagrammable spots, the distribution of 50,000 personalized hand banners and 5,000 small flags. Activations will also continue across São Paulo, with nine branded totems placed at locations significant to the club, including Bom Retiro, near the “Campo do Lenheiro”, the first pitch where Corinthians’ matches were played.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating with an official license from the Ministry of Finance, granted to Esportes Gaming Brasil – the group that also owns Onabet.
Recognized for innovation and an active supporter of sector regulation, the company stands out for its commitment to responsible gaming, investing in control tools and user support to promote a safe and balanced experience.
It also supports sports and cultural projects nationwide, sponsoring clubs such as Corinthians, Ceará, Náutico, and Ferroviária, and participating in major events such as the Carnival of Recife and Olinda, Galo da Madrugada, and the Festival de Parintins.
Source: GMB
