In a country where football is king, with its unparalleled reach and cultural significance, brands are always vying for the coveted space on jerseys, stadiums, and broadcasts. Yet, one company’s foray into Brazilian football has raised more than just eyebrows.
Fatal Model, an online escort platform, has stepped onto the pitch, sponsoring several football clubs, including the prominent Esporte Clube Vitória, from Brazil’s top division. The company has also sponsored four clubs from the state of Minas Gerais, Ipatinga, Patrocinense, Uberlândia, and Tombense and is the main sponsor of Rio de Janeiro’s Campeonato Carioca.
Last year, the company also sponsored six clubs from Brazil’s second division – Ponte Preta, Sampaio Corrêa, ABC, CRB, and Paysandu. However, this isn’t just about brand exposure—it’s about challenging deep-seated prejudices in a society where the conversation around sex work is still largely taboo, and it seems to be working too. In December 2024, the company secured yet another soccer sponsorship deal for the 2025 season.
Bold moves
How does sex work enter into in a conservative landscape?Fatal Model’s entry into the world of sports sponsorship started quietly in 2022, with limited engagements and advertising in stadiums.
As Nina Sag, spokesperson for Fatal Model, explained, the company’s presence in football grew as they recognized the potential for their message to resonate with a broader audience. “We began our investments with occasional sponsorships of clubs and advertising in stadiums. Over time, as we understood this as a positive movement, we intensified our presence in this world,” Sag said.
The decision to sponsor football clubs in Brazil—a country known for its conservative views on sex and sexuality—was not made lightly. “Sport, as a whole, can act as a transformative tool in society. Football, in particular, is still a field full of prejudices and stigmas, but on the other hand, it communicates with a massive and varied audience,” Sag explained.
Football, with its massive following, particularly among men, presented a unique opportunity for Fatal Model to shine a light on a profession that is often marginalized and stigmatized.
“Our presence in the sport aims to educate more and more people on this topic, given the visibility that this medium offers us,” Sag noted. “We want to direct the spotlight towards a debate that needs to become more natural and frequent in society, to understand that the profession of an escort is dignified and deserves respect like any other occupation.”
Measuring impact: Shifting perceptions and business growth
The impact of Fatal Model’s sponsorships has been significant, both in terms of business metrics and societal perceptions.
Sag revealed that its partnership with Vitória, which began in February of this year, led to a 40 percent increase in their social media numbers and media exposure worth over R$30 million. More importantly, the sponsorship has contributed to a growing acceptance of its cause.
“Since then, we have observed an increasing understanding and acceptance of our cause by clubs and also by fans, which has helped to make these relationships very respectful and beneficial,” Sag said. This growing acceptance is a crucial step in a country where sex work is still largely viewed through a lens of moral judgment.
Fatal Model’s reach extends far beyond football stadiums. The company averages 20 million users and 54.4 million visits per month, with over 40,000 active advertisers. They are also among the top 25 most visited websites in Brazil, with an average of 885 million page views per month.
These numbers underscore the company’s significant presence in the Brazilian digital landscape, but their ambition goes beyond just business growth—they aim to change societal perceptions.
Broader contexts: Could sex and sport partnerships be a global movement?
Fatal Model’s move into Brazilian football is part of a broader, emerging trend where brands, apps, and toys associated with sex, sexuality, and adult services are stepping into the realm of sports sponsorship.
This movement isn’t limited to Brazil; it’s part of a global phenomenon where companies, often marginalized by mainstream advertising avenues due to the nature of their services, are leveraging sports to challenge societal norms and promote inclusivity.
In Europe and the US we have examples from dating apps like Tinder and LGBT-focused Grindr, as well as sex toy companies, each carrying their own stigmas and challenges.
One of the most prominent examples is Tinder’s partnership with Manchester City in 2018, one of the most famous football clubs in the world. The dating app struck a deal to become the club’s official social sponsor, a move that made headlines not just for its innovative marketing, but for the message it sent about the changing landscape of sponsorships in sports.
A year before Manchester City’s deal with Tinder, the company tried to reach an agreement with its main rival, Manchester United, but the sponsorship never came to life. This strategy of aligning with major sports teams wasn’t limited to Tinder.
Bumble, the dating app known for its focus on empowering women, also ventured into the sports arena. The company signed a deal with the NBA’s LA Clippers, becoming the first female-driven brand to sponsor an NBA team. Bumble’s partnership wasn’t just about brand visibility; it was a statement about gender equality and empowerment, with the app’s logo—a symbol of female empowerment—prominently displayed on the Clippers’ jerseys.
In the Netherlands, EasyToys, a Dutch adult sex toy company, tried to sponsor FC Emmen, a football club in the Eredivisie, the top tier of Dutch football. The sponsorship deal was initially agreed upon, but the Dutch Football Federation (KNVB) intervened, blocking the partnership on the grounds of “morality.”
The KNVB argued that the sponsorship conflicted with the values and image of the league. Not long after, the federation reversed its decision and allowed the partnership to move forward. In March 2024 the partnership was terminated, but it helped break taboos in Dutch society.
EasyToys also managed, in 2020, to secure a smaller deal with FC Groningen, another Eredivisie club, where its name is displayed on stadium billboards. The controversy surrounding EasyToys’ sponsorship highlights the ongoing struggle between traditional values and modern marketing strategies in sports, a struggle that reflects broader societal tensions around sex and sexuality.
According to the company’s founder, Eric Idema, it helped to break taboos “and established it is quite normal for a sports club and a company like ours to work together.”
Another significant player in this global movement is Grindr, the popular gay dating app. In France, Grindr sponsored Biarritz Olympique, a rugby union club with a rich history for the 2021/2022 season.
Unlike the controversies faced by EasyToys, Grindr’s partnership has been largely celebrated, particularly for its aim of tackling homophobia in sports and raising awareness of LGBT rights.
The sponsorship has been positioned as part of a broader effort to make sports more inclusive, creating a space where conversations about sexuality, identity, and acceptance can take place openly.
These examples demonstrate that the intersection of sports and brands associated with sex and sexuality is more than just a marketing trend. It represents a shift in how we think about sponsorships and the role they play in shaping public perceptions.
Looking ahead: What does the future of sports sponsorship look like in Brazil?
Fatal Model’s success in breaking into the Brazilian football market could pave the way for other companies in the adult services industry to follow suit. As Sag advises, the key to success lies in forming partnerships with organizations that share a commitment to social change. “Establishing relationships with those who also have this understanding was undoubtedly an essential factor for the success of our ventures,” she said.
The journey, however, is far from over. Brazil remains a deeply conservative country, and the road to full acceptance of sex work is long and fraught with challenges. Yet, Fatal Model’s experience shows that progress is possible, and that football—a sport that unites millions—can be a powerful ally in the fight against prejudice.
Despite the company’s positive view of its role, attacks were and are commonplace. Outraged fans, angry conservative TV presenters and even a pushback when Fatal Models tried to buy the naming rights to Vitória’s stadium – club supporters approved it, but the company gave up citing “resistance from the press” that ridiculed the proposal from the start and would refuse to use the name if the purchase went through – show that there’s still a long way to go.
Recently, a news website and online TV channel accused of spreading fake news acting as a mouthpiece of the ruling Workers’ Party, ICL Notícias, attacked the company with a moralistic discourse that an escort company would be an unacceptable sponsor in an environment frequented by children – soccer stadiums – and even associated the company with criminal groups without proof.
As Fatal Model continues to expand its presence in Brazilian football, the broader implications of their sponsorship strategy will become increasingly apparent. Will other brands in the adult services industry follow their lead? And more importantly, will Brazilian society move closer to a more open and accepting attitude towards sex work?
Only time will tell, but one thing is clear: the company has started a conversation that is long overdue, and the football pitch is proving to be an unlikely yet effective platform for challenging the status quo.
In the meantime, as Brazilian fans cheer for their favorite teams, the name “Fatal Model” will continue to be seen on jerseys and stadiums, reminding everyone that football is more than just a game—it can be a catalyst for social change, too.
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