The Corinthians football club has officially announced its partnership with Viva Sorte, responsible for the new capital title "Viva Timão." The agreement, finalized at the end of January 2025, was revealed during a press conference held at the Neo Química Arena on February 10, 2025. Corinthians President Augusto Melo announced the collaboration, expressing his optimism about the partnership and its potential to significantly increase the club's sponsorship revenues over the next two years.
During the press conference, Melo shared his enthusiasm about the new sponsorship deal, stating, "A camisa do Corinthians será uma das mais valiosas da América do Sul. Faltam duas propriedades, temos algumas conversas e, em breve, teremos a camisa mais valiosa do país." This hints at the club's ambition to achieve the most valuable jersey in the nation as it continues to integrate new sponsorship opportunities.
The partnership means Viva Sorte's brand will now feature prominently on the shoulders of the Corinthians men's team, as well as on the jerseys of its under-20 and under-17 squads. Although the details of this financial deal were not disclosed, both parties expressed confidence about its impact. Renato Ambrósio, the executive director of Viva Sorte, shared, "Posso assegurar que é o maior negócio que fechamos na nossa empresa. O Augusto fez questão de que a gente criasse produtos," indicating this agreement marks the largest deal ever made by Viva Sorte.
One key aspect of this partnership is the unique offering of the "Viva Timão" title, which includes numerous weekly lottery draws, promising exciting prizes like cars, motorcycles, and more to fans. Ambrósio elaborated, "O torcedor vai ter acesso a treino de jogadores, concentração, camarote, camiseta autografada, uma série de propriedades que a gente dar ao corintiano," emphasizing the connection between the club and its supporters and the value they will get from participating.
Despite concerns about potential conflicts with other sponsorships, particularly with the club’s major sponsor, Esportes da Sorte, both Corinthians and Viva Sorte clarified their positions. The nature of the new sponsorship is distinctly separate from gambling, allowing both partnerships to coexist harmoniously. Melo confirmed, "Quando definimos fazer o título de capitalização, a primeira coisa que o Corinthians queria foi isso: não competir com outro patrocinador. Como o máster é uma bet, o Corinthians cobrou para não entrarmos com o nome da nossa própria bet," explaining the careful planning to avoid overlap with other sponsors.
Looking forward, Corinthians has set substantial expectations for its revenue growth through sponsorships. The club aims to generate R$ 212 million from various partnerships, positioning itself to lead Brazilian football clubs. Melo expressed, "Faltam duas propriedades, temos algumas conversas e, em breve, teremos a camisa mais valiosa do país," signaling plans for additional sponsorships to fill the remaining vacancies on the team’s uniform.
Viva Sorte, which is also active in the sports betting industry, states clearly their focus on capital title offerings. This separation is pivotal for maintaining the integrity of each sponsorship relationship. Ambrósio noted, "A aposta é uma coisa, capitalização é outra. Até o nome veio para isso, é um produto apenas de capitalização," ensuring fans are well aware of the nature of the partnership.
Conclusively, the partnership between Corinthians and Viva Sorte is poised to bring significant financial benefits to the storied football club, enhancing its global brand. The integration of new products like the "Viva Timão" capital title reflects both the ambition of the organization and its commitment to the fans. With exciting initiatives on the horizon, supporters can expect greater engagement and rewards through their loyalty to the club, which continues to strive for unprecedented heights both on and off the field.