In Black and White, Esportes da Sorte Celebrates Corinthians’ 116th Anniversary

As Sport Club Corinthians Paulista celebrates 116 years of history, Esportes da Sorte is paying tribute to the club and its Fiel fanbase with a series of initiatives. As Timão’s master sponsor, the brand has launched a commemorative video celebrating the club’s black-and-white history and has adopted the club’s colours across its official channels, turning its entire social media feed black and white.

To bring Corinthians fans even closer together, Esportes da Sorte is also calling on supporters to take part in the “Biggest Poropopó of All Time” campaign, inviting each fan to record and submit a horizontal video singing the club’s traditional supporters’ chant, known as “Poropopó”. On 6 September, when Corinthians face Chapecoense in the Campeonato Brasileiro, the videos will be shown on the stadium’s big screen, while 40,000 hand-held banners featuring the word “poropopó” will fill 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.

Since the partnership began in 2024, Esportes da Sorte and Corinthians have developed a range of brand activations and fan engagement initiatives spanning matchdays, hospitality, social media and on-pitch activities. The sponsorship has contributed to strengthening sporting and institutional projects, including support for the “Doe Arena Corinthians” campaign, which raised more than R$40 million.

On the pitch, the backing helped fund the permanent signing of goalkeeper Hugo Souza, who played a decisive role with a penalty save in the Campeonato Paulista title win, and enabled the arrival of Dutch forward Memphis Depay. The player was instrumental in the club’s run of nine consecutive victories in the 2025 Campeonato Brasileiro, which propelled Corinthians into contention for a place in the Copa Libertadores. Throughout this period, giveaways, hospitality experiences and activations at the Arena have continued to bring the brand closer to the Fiel.

“Celebrating Corinthians’ 116th anniversary means celebrating a passion shared by tens of millions of fans around the world. Since the beginning of our journey as master sponsor, our objective has been to stand alongside the supporters and generate real returns for the club. Seeing this project become firmly established both on and off the pitch reinforces how proud we are to be part of this history,” the executive added.

The success of the partnership led to the renewal of the master sponsorship agreement until 31 December 2029, expanding the package of rights, activations and institutional initiatives. The new agreement provides for an estimated investment of R$150 million per year, with performance mechanisms that could increase the total to more than R$200 million. The funds are allocated entirely to Corinthians, which is responsible for managing them.

The partnership includes brand presence on the kits of the men’s, women’s and youth football teams, alongside digital activations and support for social projects.