The Tardezinha tour, led by popular Brazilian singer Thiaguinho, kicked off in April 2025, marking a significant milestone as it celebrates its 10th anniversary. This exuberant event has become a cultural phenomenon, drawing fans from all over Brazil and beyond. With the backing of Mike's Ice, the official sponsor, the tour promises not only unforgettable music but also exciting opportunities for fans to engage with the brand and the artist.
Mike's Ice has launched a unique promotion that allows fans to win tickets to Tardezinha shows across various cities in Brazil. The highlight of this initiative is the chance to meet Thiaguinho in the dressing room during the tour's closing show in São Paulo on December 20, 2025. To participate, fans simply need to purchase any Mike's Ice product and register their invoice on the official promotion website. This straightforward process has already generated buzz on social media, with fans eagerly sharing their experiences and anticipation for the giveaways.
The Tardezinha tour is set to attract over 2 million attendees throughout the year, showcasing the enduring popularity of pagode music. Thiaguinho, who co-founded the event with actor Rafael Zulu in 2015, has transformed it into one of Brazil's largest and most beloved music festivals. The tour will span 22 cities, including major locations such as São Paulo, Salvador, Recife, and Belo Horizonte, as well as international performances in Miami, Luanda, Lisbon, and Sydney.
The inaugural show of the tour took place at Estádio Nilton Santos in Rio de Janeiro, where over 60,000 fans gathered, despite the rain. Thiaguinho described this event as "the largest national show ever held at the venue," demonstrating the immense draw of the Tardezinha brand. Following this, the Curitiba show sold over 12,000 tickets in just six hours, further underscoring the excitement surrounding the tour.
As part of its sponsorship, Mike's Ice aims to strengthen its connection with a young audience that seeks fun and memorable experiences. The brand's partnership with Thiaguinho, who was announced as an ambassador in February 2025, aligns perfectly with its marketing strategy. Thaís Soares, the brand's Marketing Director, emphasized, "We know that what drives the Tardezinha audience is not just the music, but the feeling of being part of one of the largest samba circles in the world. With Mike's Ice, we want to celebrate these moments of belonging and take it a step further by offering experiences that last a lifetime."
Alongside Mike's Ice, Tardezinha 2025 features a lineup of prominent sponsors, including Bradesco, Itaipava, LG, Uber, Coca-Cola, Beefeater, and Red Bull. Each sponsor has introduced unique activations to enhance the audience's experience. For instance, Bradesco has created instagrammable spaces in nine cities, featuring giant beach chairs and personalized umbrellas, while Itaipava has released an exclusive ITA-Draft Tardezinha beer can that has become a collector's item among fans.
Betnacional has also contributed to the tour's excitement by introducing the "Esquenta Betnacional," a second stage featuring special guest performances before Thiaguinho takes the stage. This innovative addition has been well-received, providing fans with even more entertainment and engagement opportunities.
The Tardezinha tour not only celebrates music but also serves as a cultural movement that brings together different generations through samba and pagode, genres that are integral to Brazilian identity. Thiaguinho's journey from his beginnings with the group Exaltasamba to becoming a solo superstar has played a pivotal role in this evolution. His ability to foster connections during performances, often through improvisation and playful interactions, has made Tardezinha a cherished experience for attendees.
In 2025, the tour's production will feature state-of-the-art stages, including 360-degree setups and exclusive VIP areas. The inclusion of premium drink options, such as Absolut vodka and Beefeater gin, in cities like Florianópolis adds an extra layer of luxury to the experience. Accessibility is also a priority, with venues equipped to accommodate fans with disabilities, ensuring that everyone can enjoy the festivities.
Internationally, the Tardezinha tour's performances in cities like Miami and Sydney are significant milestones, showcasing Brazilian culture to new audiences. The show in Luanda aims to strengthen cultural ties between Brazil and Angola, while Sydney's event will attract the local Brazilian community and curious newcomers eager to experience the rhythms of pagode.
The success of the Tardezinha tour is a testament to its branding power. It has evolved into a lifestyle brand that resonates with fans beyond just music. Collaborations with companies like Mike's Ice, Itaipava, and Bradesco reflect the tour's ability to create memorable experiences that engage audiences on an emotional level. The Tardezinha merchandise, such as the popular "abadá" shirts and shoes, further solidifies its status as a cultural icon.
As the tour progresses, the impact of Thiaguinho's philanthropic efforts remains a cornerstone of the Tardezinha ethos. The singer encourages fans to donate food items at shows, which are distributed to local NGOs, fostering community support and solidarity. This commitment to social causes enhances the tour's reputation as more than just entertainment; it embodies values of unity and generosity.
Looking ahead, the Tardezinha tour promises to continue its legacy of joy, music, and cultural celebration. With its ambitious schedule and innovative activations, it is poised to further establish itself as a cornerstone of Brazilian music and culture. As fans prepare for the upcoming shows, the excitement surrounding the Tardezinha experience is palpable, with many eagerly anticipating the chance to celebrate a decade of this beloved event.
