CONTEXT & CHALLENGE
A fan membership isn't sold once. It's renewed every month, against the urge to cancel when the team loses, when tickets sell out, when life gets tight. Perks and discounts bring people in, but they don't keep anyone for a whole year.
That's why Avanti, Palmeiras' membership program, has an umbrella concept every season: a single idea that organizes everything the program says during the year, from the launch KV to the post-match post, from the bus stop to the membership card. It's the tool that turns a perks program into a brand with a point of view.
INSIGHT
For a Palmeiras fan, being Avanti isn't a purchase. It's a way of existing in the club. Each season had to answer the same question in a new way: why stay Avanti?
CONCEPT
Three answers, one per season, each one climbing a step:
2023 — Sempre Avanti (Always Avanti). Avanti as a state of mind.
2024 — A família que você escolheu (The family you chose). Avanti as belonging.
2025–26 — O Poder do Avanti (The Power of Avanti). Avanti as a collective force.
From the individual to the family, from the family to power. The narrative grows along with the program.
2023 — SEMPRE AVANTI
"More than a one-off decision. A state of mind."
The concept took Avanti out of the realm of transactions. Being Avanti isn't fleeting: it's a lifestyle, it's being closer to the passion, it's wearing green in your soul.
The art direction drew on the language of great sports posters: fast italic type for modernity, a heavy square family for the strength of Palestra, the club's Italian roots, and outlined headlines the players cut through. Sparks, flares and neon convey energy, strength and the program's technology. The system rolled out across matchday pieces, perks, Experiência 2023 and engagement content such as "Fala Avanti".
The season film answered the rivals' favorite jab, that Palmeiras wins because it's lucky. Sorte e Consequência (Luck and Consequence) takes the argument apart line by line, from the stands to the training ground, all the way to the final twist:
Consistency is our champion's luck. Apparently, luck is a consequence.
2024 — A FAMÍLIA QUE VOCÊ ESCOLHEU
"One family. One goal."
In the year of the club's 110th anniversary, Avanti stopped talking to the member and started talking about the bond between members. Every member drives what happens on the pitch, and together they form a family no one inherits: you choose it.
The aesthetic became cleaner and more elegant, with variable-weight type repeated like a chant from the stands, PALMEIRAS, AVANTI, PALMEIRAS, and a subtle gold alongside the club's greens, speaking of heritage, memory and the nobility of the titles won by the country's biggest national champion.
The film Nossa Família (Our Family) takes the campaign typography into the stands: words that grow over the crowd and compare Avanti to a family that suffers together, unconditionally. The perks come in to the same rhythm, as part of the bond rather than as an offer, until the final invitation: be part of the biggest. Be Avanti.
2025–26 — O PODER DO AVANTI
"A force that sings and roars."
The starting point was a fact only Palmeiras could claim: if a packed stadium pushes the team forward, imagine the force of several stadiums. Avanti had just become the first program in the country to pass 200,000 members. The campaign turned that number into power, and the slogan drew on the club anthem and the sound of the stands.
The KV unfolds into the three beats of the slogan: the fans, the singing and the roar.
Because it's a two-season concept, the identity was designed to last and multiply. Three organic textures represent Roots, Legacy and Grit; three symbols, the star, the cross and the P, represent Glory, History and Fans. From them come the seals, which combine the lettering, the "1914 ★ 2025" and the slogan, with a single fixed rule: the star always has five points. Dark greens and gold, Schabo Condensed for headlines and photos with torn edges and grain complete a system any designer on the team can apply without losing the signature.
From social to OOH, everything closes on #JuntoDoMaior (alongside the biggest).
The film takes "imagine the force of several stadiums" literally and travels through parallel universes: a Marcos save on a CRT TV, an Allianz Parque made of blocks, the women's team stars lifting the trophy as toys, an alien holding an Avanti membership card. The world changes, the fans don't:
Whether there's life on other planets, how many universes exist beyond ours, we have no idea. But one thing you can be sure of: our power is the same in all of them. We are the fans who sing and roar.
THE ROLE OF THE UMBRELLA
An annual fan membership campaign doesn't sell a product: it organizes a whole year of relationship. It's what gives the program a voice that doesn't depend on the scoreline, keeps renewals alive between one title and the next, and makes every perk, every match post and every street activation feel like part of the same idea.
Over the three seasons in which this umbrella was built, Avanti went from a big program to the biggest in the country.
RESULTS
- 138,000 → 200,000 members between late 2023 and August 2024, the first program in Brazil to reach that mark
- 62,000 new members between January and July 2024 alone
- #1 in the national ranking of paying members for the sixth survey in a row (January 2026)
- R$ 62 million in revenue in 2024 and R$ 80 million projected for 2025, about 8% of the club's revenue
- Member base doubled since 2022
E2E BEHIND THE TWO BIGGEST
In January 2026, the national fan membership ranking had Avanti in first place and Atlético's Galo na Veia in second. By May, the positions had flipped. The two programs fighting for the top spot in the country both have their communication built by End to End: at Atlético since 2020, with Manto da Massa, and at Palmeiras with the season campaigns since 2023.
