Sport Club Corinthians Paulista and its main sponsor, Esportes da Sorte, are celebrating the first anniversary of their historic partnership.
The three-year agreement, which runs from 2024 to 2027, is one of the longest and most comprehensive in Brazilian sports, covering not only the men’s football team but also the women’s team, basketball, and futsal.
The partnership was first revealed to fans in a dramatic fashion one year ago during a match at the Neo Química Arena.
In the first half, players wore jerseys with a mysterious message, only for a powerful presentation at halftime to announce the new sponsor. The second half began with fireworks and light displays as the team emerged wearing the full Esportes da Sorte branding.
Over the past year, the collaboration has been defined by a deep level of integration that goes far beyond a simple logo on a shirt. Esportes da Sorte even temporarily changed its own online platforms to Corinthians’ signature black-and-white colors in solidarity.
More significantly, the brand was directly involved in key player signings, including goalkeeper Hugo Souza and forward Memphis Depay, who were instrumental in the team’s recent success, which included winning the Paulista Championship and qualifying for the Libertadores.
To mark the one-year milestone, the partners have launched a series of fan-focused celebrations. Starting today, the Corinthians–Itaquera metro station in São Paulo will be decorated with themed images of the partnership.
A branded “LED Truck” will also tour the city throughout the week, building excitement for a large fan event at the stadium before the highly anticipated derby match against Palmeiras.
A social media contest is also underway, inviting fans to share their passion for the club for a chance to win official jerseys, game tickets, and a fully paid trip to travel with the team for an away game.
This anniversary celebration highlights a modern approach to sports sponsorship, where the focus is on creating a genuine connection with the fans and becoming an authentic part of the club’s culture.
