The Sport Club Corinthians Paulista has officially announced a special sponsorship deal with Brazilian flip-flop brand Havaianas for their upcoming match against São Bernardo on Sunday, September 9, 2025. This collaboration is not only about promoting the iconic footwear; it also emerges as a direct response to derogatory remarks made by Mário Gobbi, the club’s former president, about the club's regular attendees.
Set to kick off during the 8th round of the Paulistão Sicredi at the Neo Química Arena, the match features players wearing apparel branded with the phrase "Vai de Havaianas." Prior to the game, athletes will have the opportunity to don Havaianas flip-flops as they prepare for the match, symbolizing solidarity and resilience during this unusual moment.
Gobbi's negative comments came during a meeting of the Council of Orientation (CORI), where he mentioned, "Está cheio de bandido frequentando o clube. É chinelo havaiana, um baixo nível." His remarks, which disparaged some members and the frequenters of the club, caused backlash among fans. Current president, Augusto Melo, along with supporters, held protests at the club, attending the meeting wearing flip-flops as part of their response.
Commenting on the collaboration, Juliana Soncini, Havaianas’ marketing director, highlighted the democratic nature of the brand, stating, "Seja na praia, na cidade, nos clubes ou nos estádios, Havaianas sempre está nos pés dos brasileiros de todas as torcidas. Nossa marca, que é tão democrática, entrou na partida para lembrar que futebol é paixão, identidade e, acima de tudo, um momento de conexão que une todo mundo." The connection between Havaianas and the football community is rooted deeply, as they aim to unite fans and bridge divides with their brand ethos.
Vinicius Manfredi, the marketing superintendent for Corinthians, lauded Havaianas for their sensitivity to the club's current climate and the creativity involved in seizing the moment. He stated, "A marca teve a sensibilidade de entender o momento do Clube e a ousadia para aproveitar a oportunidade, calculando muito bem o potencial da visibilidade e do engajamento da fiel torcida nessa ação. Do lado do Corinthians, reconhecemos o DNA democrático que conecta as marcas e agradecemos pelo posicionamento da Havaianas."
Sandor Romanelli, Corinthians’ commercial superintendent, deemed the action as significant, expressing pride over the club's agility to pivot quickly to create impactful marketing opportunities. He remarked, "Este é um movimento de marca importante. Por conta de nossa flexibilidade e agilidade nos processos, foi possível estruturar uma ação em tempo recorde. É um recado para o mercado anunciante, que ganha mais um exemplo das nossas possibilidades criativas, comerciais e de parceria com as agências de publicidade e de marketing esportivo." This sponsorship reflects not just business acumen but the symbiotic relationship between football and cultural identity.
Beyond the jersey branding, players will take with them Havaianas flip-flops, including units personally distributed to each player within the locker room, symbolizing the brand's presence and promotion at the game. Supporters can also look forward to discounts on flip-flops purchased from the Havaianas website following the match, ensuring they feel included and part of every aspect of this collaboration.
The attention surrounding the partnership gained momentum, especially as the club's social media amplified messages like, "Havaianas, todo mundo usa, menos o Mário," creatively engaging with the community and addressing Gobbi’s controversial statements. It is clear this sponsorship is more than just business; it acts as both social commentary and celebration for the club and its dedicated fan base.
This bold partnership showcases how sports entities and brands can come together to navigate challenging statements and unite fans through shared experiences and values. The move by Corinthians to align with Havaianas amid controversy has sparked discussions about identity within sports and the importance of inclusion, ensuring fans from all walks feel represented.
With the kickoff fast approaching, the anticipation around this match is palpable, showing how even through adversity, collaboration can create lasting connections. Such partnerships may lead to fruitful relationships, encouraging clubs to be open to creative collaborations, even during tough times. All eyes will be on the Neo Química Arena this Sunday, as football lovers and casual fans alike don their Havaianas during the match, reminding us of the democratizing spirit of both the game and the iconic footwear.