A tradition that dates back to the middle of the last century, the poster with the photo of the champion team published by newspapers and magazines after the decision of the football championships continues to be an object of desire for Brazilian fans.
Throughout this week after the decision of the Copa do Brasil, São Paulo residents from all over the country have been running to the newsstands in search of souvenirs. On Sunday (24), São Paulo defeated Flamengo and won the tournament for the first time.
Tricolor fans say that, in addition to having a souvenir of the players responsible for the victorious campaign, the paper on the wall will in future be passed on to their children, nephews and grandchildren, who will possibly inherit the same passion for the club.
This is the case of physical education teacher Luis Guilherme Claro, 31, from Sorocaba, a fan of the Morumbi club.
A collector of various club items, Claro estimates that he has around 3,500 objects related to the team, including posters, DVDs, shirts, books, flags and mugs, among other memorabilia that he keeps fondly at home.
He also has a tattoo on his right forearm of his idol Rogério Ceni, which illustrates an emblematic save made by the goalkeeper in the 2005 Club World Cup final, in which the Tricolor beat Liverpool.
“I have the habit of keeping everything I buy when I go to São Paulo games. I think that one day, when I have my son, I will be able to show and pass on all of this to him”, says the professor. While he has no children, he indoctrinates his nephew Pedro Henrique, 13, who accompanied him to Morumbi on Sunday.
Sales representative in Paraguaçu Paulista, Junior Karam, 32, is another one attached to the posters.
“I keep buying, even though the team hasn’t been helping much in recent years”, laughs Karam, referring to the recent title drought.
The previous title won by São Paulo was the 2021 Campeonato Paulista, a memory of which the fans keep in the form of a poster published by the newspaper Agora on the occasion. Before that, the previous achievement was almost ten years old, when the team won the Copa Sudamericana in 2012.
“I buy it as a souvenir and so that, 20 or 30 years from now, my children and grandchildren will have this experience of a little of the club’s history”, says Karam, whose passion for the São Paulo tricolor was passed on to his daughter. Elisa, two years old, already knows how to sing the club’s anthem, says her proud father.
The passion passed from father to son was precisely what made publicist Alexandre Giesbrecht, 47, become a São Paulo native.
“I would like to go to my father’s archive to read about São Paulo’s achievements, like the 1971 Paulista or the 1986 Brazilian. He noticed that I started to like it even more than he did and gave me his entire collection. This encouraged me to start saving too”, says the São Paulo native from the Bixiga neighborhood.
He created his own newsletter, today with more than 300 subscribers, in which he presents the club’s news. According to him, there is little space for sport in traditional media.
“In the past, I would go to the newsstand to buy the newspaper or magazine with the title, and there would be six, seven options. Today there are one or two, and none of them have a very large coverage”, says Giesbrecht
Newspaper sellers say that they notice an increase in the number of customers looking for newspapers and magazines that feature the image of the champion team in the days following the championship finals.
Hany Valentim, 38, owner of “Banca do Parque”, in Praça Alex Freua Neto, in the central region of São Paulo, says that an older public and employees of companies in the surrounding area often exhaust the newspapers and magazines that arrive with posters of the champions .
Among traditional publications that cover sports, Placar and Lance! published posters of the Copa do Brasil champion, with a circulation of 20 thousand copies each. Show de Bola magazine, from Editora Online, and SportBuzz, from Grupo Perfil, also created their own version.
“We want to maintain the tradition of publishing the champion’s poster. I think we are one of the only ones that maintain such regular publication”, says Gustavo Leme, CEO of Placar. “We continue publishing because there is demand”, adds the executive.
The distribution of the Placar poster, with a unit cost of R$10, was restricted in circulation to the state of São Paulo. For fans from other regions, Placar will start selling products through a channel on Mercado Livre starting this week.
According to Leme, investments in marketing and social media to increase publicity should contribute to the growth in demand for posters and magazines in the coming months.
Placar began circulating in 1970 and since the end of last year it has been published by Score Editora, following a licensing agreement with Abril.
The sports newspaper Lance! It began circulating in mid-1997, but stopped distribution on newsstands in 2020, maintaining only digital operations since then. The publication, however, returned to newsstands in a special edition commemorating the tricolor conquest, which was in high demand from the public.
“We received a lot of demand for it to return to newsstands through our social networks and we took advantage of this moment of an unprecedented title to mark the return of this historic Lance product!”, says Fernanda Herz, commercial and partnerships manager at the publication.
The magazines began arriving on newsstands in the cities of São Paulo and Rio de Janeiro from Tuesday (26). In other states, sales start on Friday (29).
A Sheet, in turn, made the poster of the Copa do Brasil champion available to readers in a digital version. The first version released by the newspaper did not include Argentine striker Calleri among the players profiled for the photo. After alerting readers, a new version was published with the presence of the artilleryman.
In this year’s Campeonato Paulista final, in which Palmeiras beat Água Santa, Hany says that the demand was so great in his panel that it was necessary to create a waiting list to meet all requests.
Mikael Fernandes, 21, who works at a stall near Avenida Aclimação, in the neighborhood of the same name, says he also notices a significant increase after the championship finals.
“A lot of people came after Paulista. Even after the championship had ended and other competitions had already started, people still came after, says Fernandes, who estimates that he sold more than ten Palmeiras posters after the victory in the state championship, with values between R$5 and R$15, approximately.
He adds that, due to the recent victorious phase of the team led by Portuguese Abel Ferreira, Palmeiras residents have been the ones who appear most often looking for souvenirs of Palestine’s achievements in recent years. This week, it has been São Paulo’s turn.