Esportes da Sorte marks Corinthians’ 116th anniversary with stadium fan campaign

Esportes da Sorte is marking Sport Club Corinthians Paulista’s 116th anniversary with a set of fan-facing activations, including a black-and-white social media takeover and an in-stadium campaign tied to an upcoming league match.

The operator, Corinthians’ master sponsor, said it has released a commemorative video and changed its official channels to the club’s black-and-white colours, turning its social media feed monochrome. It is also asking supporters to submit horizontal videos singing Corinthians’ “Poropopó” chant as part of the “Biggest Poropopó of All Time” campaign.

Esportes da Sorte said the fan-submitted videos will be shown on the stadium’s big screen on 6 September, when Corinthians face Chapecoense in the Campeonato Brasileiro. The company also plans to distribute 40,000 hand-held banners featuring the word “poropopó” to be displayed in the stands.

“The Fiel fanbase is the beating heart of Corinthians, and every initiative is designed to honour that dedication. Dressing our social channels in black and white and calling on supporters to create the biggest Poropopó in history are ways of recognising the people who make this club a giant, while maintaining our commitment to creating unforgettable memories and strengthening this connection,” said Davi Oliveira, head of Sponsorships at Esportes Gaming Brasil Group.

The sponsorship was renewed through 31 December 2029, expanding rights and activations. Esportes da Sorte said the new agreement includes an estimated investment of R$150 million per year, with performance mechanisms that could take the total above R$200 million, with the funds allocated entirely to Corinthians to manage. The deal includes brand presence on kits for the men’s, women’s and youth teams, alongside digital activations and support for social projects.