Banda do Penta

Ronaldinho Gaúcho and World Champions Teamed Up with Guaraná Antarctica to Launch a Hit Band, Debuting at the Maracanã to Electrify Fans Ahead of the World Cup

The performance marked the historic reunion of the five-time champions with singer Ivete Sangalo. It was a massive success, thrilling thousands of fans who sang along in the stadium and during the nationwide live broadcast.

Voted FIFA World Player of the Year in 2004 and 2005, Ronaldinho Gaúcho teamed up with fellow 2002 world champions Edílson, Júnior, Belletti, and Denílson to launch a hit band. The group made its official debut at the Maracanã Stadium, football’s greatest stage, joining singer Ivete Sangalo on stage during the Warm-Up Show sponsored by Guaraná Antarctica, ahead of the National Team's Farewell Match.

The football legends joined the live show right in the middle of the performance, driving fans into a frenzy as they began to play, with thousands in the stands of the iconic venue singing along. The social media impact was instantaneous, driving massive audience engagement. Content published on Instagram by the singer, Guaraná Antarctica, and the players’ official profiles surpassed 1.5 million likes. The show was also broadcast live nationwide.

The campaign revived one of the most memorable atmospheres from Brazil's fifth world title campaign. Behind the scenes in 2002, a core group of players, led by Ronaldinho Gaúcho and Edílson, kept spirits high by constantly playing pagode and singing before and after matches, creating an unbreakable bond that fueled the team all the way to the trophy.

This joy was highlighted in the recent Netflix documentary series "Ronaldinho: The Happiest Man in the World", culminated in an unforgettable celebration upon their return.

"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," said Guilherme Poyares, Marketing Director for Guaraná Antarctica.

The initiative to reconnect Ivete with the players as a nostalgic nod to the 2002 victory was part of the brand’s campaign "Sede de Torcer É Coisa Nossa" (The Thirst to Cheer is Our Thing), which encouraged fans to root for the Brazilian National Team in its pursuit of the sixth star. The concept translated the emotional, collective, and characteristically Brazilian way of experiencing football—both inside and outside the stadium.

An icon of national culture and partner to the Brazilian National Team for over 25 years, Guaraná Antarctica used football as a platform for emotional connection, celebration, and collective experiences. This initiative explored the backstage of the Brazilian squad, famously defined by the lively atmosphere of the 2002 samba circles that had marked generations and become part of the Brazilian fan's imagination. More than just a sponsor, the Ambev brand helped mobilize fans and reinforce national pride around the National Team.

"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'," concluded Guilherme Poyares, Marketing Director for Guaraná Antarctica.

The creative concept of the activation was developed by Beta Collective, with design by NAF™, execution by The Buzz Now (responsible for hiring the players), Snack (leading the digital content strategy and production), and Recomendo (the production company behind the Maracanã show).