As the master sponsor of Corinthians, Esportes da Sorte is reinforcing the Fiel's historic, unconditional loyalty by launching the "Cheer Like a Corinthians Fan" manifesto ahead of the World Cup. This campaign aims to rebuild the connection between Brazilian fans and the national team.

The project, created by Agência Brenda, seeks to redefine the term "amarelar" in Portuguese. "Amarelar" is commonly used to suggest "choking under pressure." The project transforms it into an invitation to believe unwaveringly and act with confidence.

“The campaign is born from the symbolic strength of the Corinthians fanbase and football’s ability to emotionally mobilise the entire country. The idea is to encourage Brazilian supporters to reconnect with the national team through values such as loyalty, presence and unconditional support,” said Davi Oliveira, head of Sponsorships at Esportes Gaming Brasil Group, owner of the Esportes da Sorte brand.

The campaign was broadcast on Sunday, May 10, on TV Globo, during programs such as Em Família with Eliana and Fantástico. Concurrently, the film was exhibited on the large screen at Neo Química Arena during Corinthians' 3-2 derby victory over São Paulo in the 15th round of the Brazilian Championship.

To bring the concept to life, players entered the pitch wearing shirts featuring the phrase "Cheer Like a Corinthians Fan," while the same message appeared across the stadium's LED boards. In the stands, fans received hand-made banners and unveiled a giant flag inspired by the campaign, also carrying the slogan.

The film, directed by Lucca Meloni and Adriano Alarcon (Nocandy), uses symbolic visual elements to create an atmosphere of persistence and resilience. Rain is incorporated into unexpected scenes, and the soundtrack is built around authentic chants from Corinthians supporters to create a sensory immersion. The production team also incorporated real-life fans into the production, including historian Fernando Wanner and iconic Corinthians supporter Wanda Vitorino, to enhance the authenticity and legitimacy of the message.

“It was a campaign developed with great responsibility because we were entering sacred territory. Hearing from legendary players such as Marcelinho Carioca that we were on the right path was hugely important,” said Raphael Pinteiro, one of the partners at Agência Brenda. 

“Our intention was to inspire Corinthians fans through pride, while also encouraging supporters of other clubs to embrace the message: Brazil’s fanbase needs this spirit and determination,” added Bernardo Barbosa, also a partner at the agency behind the campaign.