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H2bet, master sponsor of Atlético Mineiro, and the club itself are launching a new campaign entitled “A Massa supports those who wear the Galo.” The campaign, unveiled on Thursday, seeks to encourage Atlético fans to purchase the official jerseys for the ongoing season. Highlighted in the campaign spotlight is defender Lyanco, one of the athletes who has quickly won over recognition and affection from the club’s passionate fans, known collectively as Massa Atleticana.
The campaign focuses on the mutual relationship between club, sponsor, and fan base. This is not just a show of team pride by the fans when they acquire the new jerseys, but also a reaffirmation of support for H2bet, which has been the company supporting the club as its biggest sponsor to date.
Transition and Identity
According to H2bet’s CEO, Ueltom Lima, the project resonates with the natural transition stage when there is a shift in sponsorship cycles:
We know that, after a change of sponsors, it’s common to still see many jerseys of the old cycle. Here, we tried to anticipate this transition with respect for the past and a dash of humor. We do not doubt that the Atlético fans will even more embrace the notion of supporting those who support the Galo. Not to mention Lyanco’s game was a highlight in itself.
The campaign video is centered on respect and continuity and calls on the fans to proudly accept the current jersey as a symbol of unity.
Creative Vision and Production
The short film at the center of the campaign was directed by Pepe Mendina, H2bet’s Head of Creation. Production was carried out directly inside Atlético’s official store in the Arena MRV, which is the new home stadium for the club.
Mendina highlighted the necessity of inserting the fan base in the narrative: “We wanted the fans to be able to identify themselves in the video, as an essential part of this story. Lyanco represents that strong identification with the Massa and brought authenticity to the project, summoning each fan to wear Atlético’s jersey with pride.”
The decision to shoot in a club’s own premises enhances the natural and authentic connection between the team, sponsor, and supporter.
Beyond Sponsorship: A Strategic Alliance
Since becoming Atlético Mineiro’s master sponsor, H2bet has consistently invested in creative campaigns focused on fan culture and identity. Earlier in the season, the company worked with the club to launch the second official kit with the theme “Anywhere, no matter where“, a campaign that paid tribute to the global scope of the Atlético fan base.
Now, with “A Massa supports those who support the Galo“, H2bet strengthens its role not only as a sponsor but as an actual strategic partner in the history of the club. This agreement is considered the largest sponsorship deal in the history of Atlético Mineiro, showing the brand’s faith in the visibility of the club and in the strength of its fans.
Celebrating the Power of the Massa
For Atlético, the campaign is also a reminder of the club’s position as one of the heavyweights of Brazilian football, both on and off the pitch. The Massa Atleticana is one of the most well-known and loyal fan bases in the country, and campaigns like this one pay homage to their position at the center of the team’s identity.
With Lyanco as the face, a background that individuals can identify with, and a message of pride and togetherness, the campaign illustrates how marketing, sport, and cultural identity can unite to resonate in a genuine manner with supporters.
More than just a promotion campaign, the project reinforces the spirit of Atlético Mineiro: a club that draws strength from the togetherness of its players, its tradition, its sponsors, and above all, its supporters.
Source: GMB
