In 1970, football teams introduced sponsor brands on their shirts. However, recent years witnessed an unchecked commercialization, obscuring team identities and sparking debate. Enter DM9 agency’s initiative, “Clean Sponsorship” for Consul washing machines. In partnership with Clube Atlético Juventus, São Paulo’s iconic team turning 100 in 2024, they restored the original shirt purity. During Paulista A2 championship matches, Juventus donned clean shirts, devoid of any sponsor logos, including Consul’s. According to Icaro Doria, DM9’s co-president and CCO, this move strengthened the bond between the team and fans, reminding them of the essence of football jerseys. Launched in February 2024, this professional campaign signifies a unique approach in the Household Products industry, showcasing Consul’s commitment to tradition and innovation.
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