Esportes da Sorte's 'Cheer Like a Corinthians Fan' Campaign Rallies National Team Spirit

Esportes da Sorte, the primary sponsor of Corinthians, has unveiled its new campaign, “Cheer Like a Corinthians Fan”, a manifesto designed to invigorate the connection between Brazilian football enthusiasts and their national team. Developed in collaboration with Agência Brenda, the initiative aims to harness the renowned loyalty of Corinthians' fan base, known as 'Fiel', to inspire widespread support for Brazil ahead of the World Cup.

The core of the project involves reinterpreting the Portuguese term "amarelar." Traditionally used to describe "choking under pressure" or faltering, the campaign transforms its meaning into an invitation for unwavering belief and confident action. This symbolic shift seeks to foster a more resilient and positive fan mentality.

Davi Oliveira, Head of Sponsorships at Esportes Gaming Brasil Group, which owns the Esportes da Sorte brand, highlighted the campaign's foundational strength. "The campaign is born from the symbolic strength of the Corinthians fanbase and football’s ability to emotionally mobilise the entire country," Oliveira stated. He further explained that the objective is to motivate Brazilian supporters to reconnect with the national squad through principles such as loyalty, active presence, and steadfast backing.

The campaign made its public debut on Sunday, May 10, 2026. It was broadcast across national television on TV Globo, featuring during popular programs like Em Família with Eliana and Fantástico. Concurrently, the campaign's message was prominently displayed at the Neo Química Arena during Corinthians' 3-2 derby victory over São Paulo in the 15th round of the Brazilian Championship.

At the Neo Química Arena, the campaign's spirit permeated the live match experience. Players took to the field wearing shirts emblazoned with the phrase “Cheer Like a Corinthians Fan,” while the same slogan cycled across the stadium's LED boards. Fans in the stands actively participated, receiving handcrafted banners and unfurling a massive flag that also carried the campaign's central message.

The accompanying film, directed by Lucca Meloni and Adriano Alarcon from Nocandy, utilizes evocative visual and auditory elements to convey persistence. Symbolic rain is incorporated into various scenes, and the soundtrack features authentic chants from Corinthians supporters, creating an immersive sensory experience. To enhance the message's authenticity, the production included real-life fans, such as historian Fernando Wanner and iconic Corinthians supporter Wanda Vitorino.

Raphael Pinteiro, a partner at Agência Brenda, noted the significant responsibility involved, acknowledging that they were "entering sacred territory." He added that receiving positive feedback from figures like legendary player Marcelinho Carioca was "hugely important." Bernardo Barbosa, also a partner at the agency, stated their goal was "to inspire Corinthians fans through pride, while also encouraging supporters of other clubs to embrace the message." He emphasized that the Brazilian fanbase collectively needs this renewed spirit and determination.