On Friday, July 11, Atlético-MG announced a new sponsorship deal with ALE Combustíveis, which has sparked a wave of criticism among fans rather than excitement. The partnership allows the ALE brand to feature prominently on the club’s uniform until December 2026. The updated jersey design is set to be revealed during the match against Bahia on Saturday, July 12, at 21:00 at the Arena Fonte Nova, part of the 13th round of the Campeonato Brasileiro.
However, the decision to place ALE’s logo centrally on the jersey — between the club’s crest and the Adidas branding — has upset many supporters, who feel that the uniform now appears cluttered with logos, detracting from its traditional aesthetic. One fan expressed frustration on social media, saying, “The jersey looks like an advertising board, treating players like they’re interchangeable, and the debt only increases. What madness!”
The discontent extends beyond the visual aspect; fans have also voiced concerns about the financial implications of the sponsorship and its actual benefits for the club. Reports indicate that the deal would bring approximately R$ 4 million annually to Atlético-MG. Many fans are hoping that these funds can be used to address the overdue salaries of players, a situation acknowledged by striker Hulk. He stated, “It’s a complicated situation. Since I arrived in 2021, we never faced this. We had a meeting with the CEO yesterday, and he shared some information with us; we hope things will improve.”
As the pressure mounts, the upcoming match against Bahia takes on greater significance. The return of Cuello from injury provides coach Cuca with additional attacking options. Additionally, defender Guilherme Arana expressed optimism for the team’s prospects in the second half of the season.
The expected lineup for the match includes Gabriel Delfim; Natanael, Lyanco, Alonso, and Arana; Alan Franco, Rubens, Gabriel Menino, and Scarpa; Dudu and Hulk on the front line. Notably, Everson and Rony will be absent due to suspensions. Atlético-MG is aiming for a crucial away victory to alleviate the tensions surrounding the club.
This situation reflects a broader challenge in sports management today, where financial stability and fan satisfaction must be balanced. While the sponsorship deal could provide crucial funds, addressing the fans’ concerns regarding player compensation and the team’s performance is key to maintaining loyalty and support.