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Title: Purpose on the Jersey: Coritiba and Its Partners Turn Sponsorship Into Solidarity

Coritiba’s tribute shirt for Jonny Butcher. Photo: Mariana Toneti | Coritiba.A soccer jersey normally carries identity, history and commercial partnership. Coritiba Foot Ball Club used one to carry something more: the name of Jonny Butcher and a message assuring an English supporter living with ALS that he was not alone.The campaign demonstrates how brands can support credible social impact through the institutions communities already trust. Coritiba’s partners helped the club turn a thoughtful idea into a visible match-day statement with reach in Brazil, England and beyond.Jonny Butcher, a soccer supporter from Norwich, England, discovered Coritiba through the connection between the English and Brazilian clubs. That interest became part of his family story after he met and married Ana Clara, who was born in Curitiba. From more than 9,000 kilometres away, Jonny followed Coritiba in the small hours and hoped to return to Estadio Couto Pereira with his brother-in-law, Lucas Espinoza.When the progression of amyotrophic lateral sclerosis, commonly known as ALS made that journey impossible, Coritiba found another way to bring him into match day. During the club’s Brazilian top-flight fixture against Chapecoense, players wore a special shirt carrying Jonny’s name, a sunflower representing hope and rare-disease awareness, and the message: “Your strength inspires us. We stand as one.” The squad also entered the field with a matching banner, while Lucas represented Jonny and the family in the stadium.Founded in 1909, Coritiba is one of Brazil’s historic soccer institutions. The club’s name preserves an earlier spelling of Curitiba, the capital of Parana, and its home in Alto da Gloria has welcomed generations since 1932. Known as Coxa, Coritiba is deeply rooted in a city celebra...

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