How a soccer uniform sponsor ‘cleaned’ a jersey of ads

An absence of sponsor patches on Atlético Juventus kits makes a statement

Published On
Feb 28, 2024
Consul “washed” Juventus shirt, removing all sponsors

Editor's Pick

Few developments in soccer have been less welcomed by fans than the monetization of the uniform, with sponsor logos and patches growing virtually without limit, making for busy, clashing kits with sacred elements like team crests obscured or overpowered. But teams have come to rely on sponsor backing to survive and brands can't resist the lure of sports.

Then there’s the team uniform sponsor distinguishing itself by its absence.

Consul, a washing machine company, is sponsoring the kits of Brazilian soccer club Atlético Juventus this season by “washing” them clean of all sponsor logos—including that of Consul. The result is a remarkably clean and handsome jersey the club has been wearing since its A2 Championship season began in January. Four different sponsors advertised on the team’s jerseys last year.

The kits also remind fans of the original look of the São Paulo club, which turns 100 years old this year. The concept came from agency DM9.

“The team shirts were initially designed to be seen that way, clean. That’s why a sponsorship without any logo display, not even Consul’s, managed to create an even stronger relationship with the team and fans,” Icaro Doria, co-president and chief creative officer of DM9, said in a press release.


Feb 29, 2024
Client :
Agency :
Icaro Doria
Thomas Tagliaferro
Pipo Calazans
Creative VP :
Laura Esteves
Executive Creative Director :
Nina Lucato
Head of Art :
Philipe Demar
Creative :
Bruno Aníbal
Creative :
Caio Stucchi-Zucchi
Creative :
Diego Guerhardt
Creative :
Pedro Rosadas
Service :
Michel Issa
Service :
Cláudia Razzé
Content :
Jader Crivellaro
Content :
Vitória Merola
Project Manager :
Paula Lopes
Project Manager :
Thais Arrais
Media :
Renata Valio
Media :
Bruno Simoes
Production Team :
Anna Ferraz
Production Team :
Isabela Ximenes
Production Team :
Jessica Thomaz
Special Projects :
Caio Rodrigues
Editor :
Thiago Hasegawa
Editor :
Lucas Rodrigues
Production :
Director :
Bruno Zanetti
Director of Photography :
Luiz Maximiano
Director of Photography 2nd Unit :
Marcelo Santos
Photographer :
Gil Inoue
Approval :
Patricia Pessoa
Approval :
Bertha Fernandes
Approval :
Alan Oliveira
Marketing Director :
Nilson Moysés
Head of Operations :
Leandro Gléria
Thanks to :
Rc Livramento
Thanks to :
Fut Depre
Thanks to :
Bola Fora
Thanks to :
Início de Jogo
Thanks to :
Zueira Futebol Clube
Thanks to :
10 De Acréscimo
Thanks to :
Manual do Jogador Ruim
Thanks to :
Futebol Modo Global
Thanks to :
Humor Esportivo
Thanks to :
Futebol Rei
Thanks to :
Olé do Brasil
Thanks to :
Esse dia foi Louco
Thanks to :
Entre Aspas Futebol
Thanks to :
Dibre Soccer
Thanks to :
Resenha Digital TV

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