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Athletico Paranaense revealed on Thursday evening their new master sponsor is Viva Sorte Bet. Until December 2026, the firm, which is affiliated with the Viva Sorte Group, will occupy the main area on the red-and-black jersey. Though the terms of the agreement were not revealed, the alliance offers to help the club greatly at a pivotal juncture in its history.
Strategic Partnership and New Cycle for Furacão
Launched this year, Viva Sorte Bet is an offshoot of Viva Sorte Capitalização which has previously worked with Brazilian football clubs. Renato Ambrósio, founder and owner of the Viva Sorte Group, emphasized the connection formed last year with Santos and Sport, two Série B of the Brazilian Championship contestants. Now, with Athletico Paranaense participating in the tournament in 2025, the company is banking on another lucrative association.
“I used to live in Curitiba and I know Athletico-PR’s trajectory. From everything I’ve seen, I know that the fans will support and fight alongside the team, which has everything it needs to return to its rightful place, which is Série A” said Renato Ambrósio.
Activations and Experiences for the Fans
One of the big innovations of the partnership will be the creation of an official capitalization bond for Athletico fans, called “Viva Furacão”. According to Renato Ambrósio, in addition to the sponsorship, the company is planning several exclusive experiences and activations to bring fans closer to the club.
This program goes beyond the usual sponsorship approach, thereby strengthening the presence of the brand not just on the team’s shirt but also in the daily lives of the fans. Viva Sorte Bet and Furacão’s bonds will be further reinforced by promotions, special events, and other initiatives.
Double Sponsorship
The agreement also includes sponsorship from Viva Sorte Capitalização, another company in the group, which will have its name displayed on its chest, next to the club’s crest. This move demonstrates the strong investment by Grupo Viva Sorte in the Athletico Paranaense brand and reinforces the synergy between the companies and the team.
“We are happy and grateful for the partnership with Grupo Viva Sorte, a company from Paraná that will be by our side during this time of reconstruction. This partnership will further strengthen the club to achieve its goals,” highlighted the president of the Board of Directors of Athletico Paranaense, Mario Celso Petraglia.
Investment and Expectations for the Future
Renato Ambrósio also highlighted Grupo Viva Sorte’s commitment to Athletico Paranaense and its fans, emphasizing that the company’s mission goes beyond financial sponsorship.
“Our main goal with this partnership is to help Athletico return to the elite of Brazilian football and remain among the country’s greats. We believe in Furacão’s potential and we are here to join forces, investing in the club and creating unique experiences for fans,” said Ambrósio.
“Our mission goes beyond sponsorship. We want to be close to the fans, promoting various actions and events that reinforce the pride of being an Athletico fan. Fans can expect many new features and opportunities that will make this partnership even more special,” he concluded.
Viva Sorte Bet’s investment in Athletico Paranaense comes at an important time for the club, which is seeking to return to the Série A of the Brazilian Championship and once again consolidate itself as one of the main forces in national football. In addition to financial support, the partnership will also bring greater visibility to Furacão’s brand in the sports scene.
The arrival of Grupo Viva Sorte as Athletico Paranaense’s master sponsor represents an important milestone for the club in its journey of reconstruction and strengthening. With a contract until 2026, the partnership promises not only financial support but also the creation of innovative experiences for fans.
The promise of new activations and events aimed at the red-and-black fans shows that the relationship between Athletico and Viva Sorte Bet goes beyond the field, creating a bond that can positively impact the club’s journey towards the elite of Brazilian football. Now we just have to wait for the fruits of this partnership and see how the company’s support will contribute to Furacão’s upcoming challenges.
Source: GMB
