Brazil legends headline Maracanã fan activation

Campaign revives spirit of Brazil’s 2002 triumph

Ronaldinho Gaúcho reunited several members of Brazil’s 2002 FIFA World Cup-winning squad for a live musical performance at Maracanã Stadium, combining football, music and fan engagement ahead of the Brazilian National Team’s Farewell Match.

The former FIFA World Player of the Year joined Edílson, Júnior, Belletti and Denílson on stage alongside singer Ivete Sangalo during the Warm-Up Show sponsored by Guaraná Antarctica. The appearance took place before the National Team’s farewell fixture and attracted strong engagement both in the stadium and online.

Football legends bring 2002 spirit to the stage

The former players joined the performance midway through the show, prompting a strong reaction from fans at the stadium as spectators sang along. Content shared on Instagram by Ivete Sangalo, Guaraná Antarctica and the players generated more than 1.5 million likes, while the event was also broadcast live across Brazil.

The activation drew inspiration from the atmosphere surrounding Brazil’s 2002 World Cup triumph. During that campaign, a group of players led by Ronaldinho Gaúcho and Edílson became known for gathering to play pagode music and sing before and after matches, helping foster team unity throughout the tournament.

Campaign taps into football nostalgia

The backstage culture of the 2002 squad was recently revisited in the Netflix documentary series Ronaldinho: The Happiest Man in the World. Guaraná Antarctica used this cultural reference as part of its campaign Sede de Torcer É Coisa Nossa (The Thirst to Cheer is Our Thing), which encouraged supporters to back Brazil in its pursuit of a sixth World Cup title.

Guilherme Poyares, Marketing Director, Guaraná Antarctica: "Guaraná Antarctica celebrates the unique way Brazilians cheer, and this mix of football, music, and casual banter is in our DNA. Only the 'Original from Brazil,' which has been alongside the Brazilian National Team since before the Penta victory, could reunite the 2002 champions in a moment that is so authentically Brazilian. Our goal was to rescue the energy that led Brazil to its fifth title to fuel the thirst to cheer and win on the road to the Hexa (sixth title). It was entertainment that made sense for the fan, whether they were cheering from the stands or at home."

Brand focuses on shared fan experiences

According to the brand, the campaign aimed to reflect the emotional and collective nature of football fandom in Brazil. Guaraná Antarctica, which has partnered with the Brazilian National Team for more than 25 years, positioned the initiative as a celebration of football culture and national identity.

The activation explored stories from behind the scenes of the 2002 squad, particularly the samba gatherings that became closely associated with the team's successful World Cup campaign and remain a memorable part of Brazilian football culture.

Agencies collaborate on campaign execution

Guilherme Poyares, Marketing Director, Guaraná Antarctica: "The laid-back vibe of the iconic 2002 National Team samba circles carries a unique, lighthearted, and originally Brazilian energy. It was a celebration to send good vibes to the new generation of the National Team and remind everyone that nobody cheers, celebrates, and turns football into a party quite like Brazilians. It was a moment of pure brasilidade (Brazilian essence), because the thirst to cheer is 'Our Thing'."

The creative concept for the activation was developed by Beta Collective. Design was handled by NAF™, while The Buzz Now managed player recruitment. Snack led digital content strategy and production, and Recomendo produced the live show at Maracanã Stadium.