The initiative reinforces the brand’s values and continues to contribute to making sports and points of sale more welcoming and inclusive
Amstel has prepared an initiative at partner points of sale to show that everyone should be welcome to support and follow football matches.
As of this Thursday (15th), teams operating at Tokyo, Selva, Clube do Minhoca, Cineclube Cortina and Heavy House establishments will receive armbands with the colors of the LGBTQIAP+ flag, similar to those worn by captains of soccer teams. use, to use during working hours. The brand’s idea is to make the armbands available to the consumer public, as an invitation to be free to be whatever they want.
In addition, Amstel also entered into a partnership with Profissas, a diversity school that supports these establishments in the literacy work of contracted professionals, with the aim of improving customer service in order to offer more welcome and inclusion to the LGBTQIAP+ public.
The partnership consists of face-to-face lectures to facilitate the teams’ learning process, discussing issues such as the meaning of each of the letters of the acronym LGBTQIAP+, representativeness, LGBTphobia, microaggressions, among other topics.
