Corinthians fans sing brand jingles to help their team

One of Brazil’s greatest passions is soccer. It was Brazil that trained star players like Pele, Ronaldo, Roberto Carlos, and Kaka, among so many others. But now the country is facing a challenge: how to train a new generation of talent that is as good as – or better than – those who have made history up to now. A fundamental way to meet this challenge is to build highly professional training centers to receive young talent from all over Brazil, many of whom do not have the money to live away from their families, and to train them using state-of-the-art technology. But this is quite expensive for the teams.

It was in thinking about this very issue that the fan base of Corinthians, the current Brazilian champion, decided to unite to help the team. And this is not just any fan base. When we talk about Corinthians in Brazil, it’s as if we were talking about Real Madrid in Spain, or Bayern in Munich, Germany. The Corinthians fan base is the largest, most passionate, and most influential in Brazilian soccer, with more than 30 million supporters.

During games for the Sao Paulo Championship, supporters participated in a challenge: instead of the famous cheering to encourage players, the fans were invited to sing jingles for brands that support the project.

A special system captured the fans’ cheers in the stadium, and as soon as the cheering reached the gauge’s highest level, which was shown on the big screen, the fans won extra money for the team to invest in the Basic Training Center, one of the most modern training centers in the world that is being built in Sao Paulo to receive and train youth and promising players. This is an effort for Corinthians to always have a new group of star players being trained.

Named “30 Million Sponsors”, the project was a success, and for the first time in history the cheers of the fan base became a new type of media.

It is a new way of highlighting the brands of companies that support the project, as well as changing the relationship of the fans with the team, turning them into main players in an initiative that directly impacts the team and society, as it helps to form the new generation of Brazilian soccer talent.

“30 Million Sponsors” was created by the Brazilian advertising agency DM9DDB for Corinthians, with the support of large advertisers.

Credits

Agency: DM9DDB

Client: Corinthians

Title: 30 Million Sponsors

Chief Creative Officer: Aricio Fortes

Executive Creative Director: Paulo Coelho

Creative Directors: Adriano Alarcon, Carlos Schleder

Art Diretor: Rafael Segri

Copywriter: Filipe Medici, Samir Mesquita

Production Company: Academia de Filmes

Director: João Wainer

Editor: German Espiaut

Sound: A9 Audio