Amstel, the official beer of Conmebol Libertadores, and Observatory of Racial Discrimination in Football join forces in the fight against prejudice and create the movement Noise Against Racism. The initiative will start in the round of 16 of the competition and will call on fans, opinion makers, players, former athletes and influencers to speak out against racism in stadiums and, above all, to break the silence when they witness it. Through the partnership, the Observatory, known for monitoring and highlighting cases of racism in football, and the Primeira Pele Preta Project, which aims to give prominence to the racial struggle of black characters, will be able to expand their activities by providing psychological and legal advice to victims. of racial discrimination.
The movement’s official page Noise Against Racism it’s the Anti-Racism in Sport Handbook, developed by the Observatory in partnership with the Primeira Pele Project, can be accessed through from this link. To request legal and psychological assistance, simply access the page, click on “I want legal and psychological advice”, fill out the form and wait for the contact of a professional linked to the Observatory of Racial Discrimination in Football.
To invite and engage the public to manifest in the stadiums, Amstel will use its advertising panels in the fields and geolocated ads to communicate about 300 thousand fans in person during the upcoming matches of Corinthians, Palmeiras, Atlético-MG, Flamengo, Athletico -PR and Fortaleza. To reach the audience that follows the matches at home, in bars or other environments, there will be a sponsored insertion within the SBT broadcast and, on social media, the brand and the Observatory will be producing content for their proprietary channels and will have influencers, trainers of opinion, football pages and former athletes allied to the cause to spread the message against racial discrimination in football, and also to the anti-racist manual developed by the organization.
“For years, Amstel has sought to promote relevant discussions that can contribute to society through its initiatives. And within our sponsorship of Conmebol Libertadores it is no different. We joined the Observatory of Racial Discrimination in Football with the aim of creating more and more dialogue on this topic and supporting this organization that shares our values and works to build a more inclusive and respectful football”, says Vanessa Brandão, marketing director. of the HEINEKEN Group’s Mainstream brands in Brazil.
Since 2014, the Observatory has been monitoring reports of racism in Brazilian football and believes in the need to break the silence, both on the part of athletes, but also on the part of fans, clubs, sports entities and sponsors.
“It is urgent that cases of racial discrimination in football are no longer tolerated, after all, racism is not tolerated, racism is fought. We can’t accept that more cases keep happening, and that’s why we need to break the silence and make some noise. Going beyond complaints, the partnership with Amstel will help us to dialogue, provide legal and psychological advice to victims. We want not only to denounce the cases but, above all, to create a network of support and reception for the victims”, comments Marcello Carvalho, director of the Observatório do Racism no Futebol.
Beyond the Noise Against Racism
Amstel carries values such as respect, diversity, authenticity and freedom, brought from its hometown of Amsterdam. Through its sponsorship of Conmebol Libertadores, the brand seeks to promote discussions that contribute to the construction of a more respectful and welcoming football, and the action Noise Against Racism is a movement that meets this purpose.
In 2019, Amstel launched the “Passion vs Violence” campaign in which it sought to make consumers aware that aggressive behavior could not be greater than the passion for its team, since this edition was marked by cases of physical violence between fans and athletes. . As part of the initiative, the Artificial Fan was launched, which absorbed and learned from the comments and publications of online fans. In 2021, Amstel debuted Chute Certeiro, a social experiment with fans passionate about their teams, but who did not follow the expected stereotypes. The film was produced with the participation of LGBTQIA+ people, women and PCDs with unusual stories of passion for their teams. As part of the action, the brand financially supported theplayMiga e Leaguetwo projects that promote the inclusion of women and LGBTQIA+ people in the world’s most popular sport.
Noise Against Racism
Official Website Noise Against Racism
06.30 (Thursday)
Strength x Students – 9:30 p.m.
Stadium: Castelao
05.07 (Tuesday)
Atlético-MG vs Emelec – 19:15
Stadium: Mineirão
06.07 (Wednesday)
Palmeiras x Cerro Porteño – 7:15 p.m.
Stadium: Allianz Parque
Flamengo vs Tolima – 21:30
Stadium: Maracana
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