One of the most traditional in So Paulo, the Rua Javari team turns 100 years old in 2024
It was from the 1970s onwards that Brazilian teams began to include sponsors’ brands on their uniforms. Over the years, the monetization of this space has become one of the main sources of income.
Those who are most nostalgic say that, with so many sponsors on the shirt, it is often difficult to identify the emblem of their favorite team. With this in mind, in fact, in the opposite direction, DM9 launched ‘Clean Patronage’.
The brand experience for Consul’s washing machines removed all logos and sponsors from the shirt that celebrates the centenary of Juventus, one of the most traditional clubs in São Paulo.
In the match for the Campeonato Paulista, the team entered the field with a clean shirt, without the logo of any sponsor, not even Consul.
The team colors and team crest. These are the elements that fans love. Therefore, handing the sacred mantle back to the fan as it was originally created is the best way there is to create a real connection with the fan, said Patrcia Pessoa, marketing director at Whirlpool.
