Don’t meet your idols, they say. Turns out, you don’t always have to listen to them too. Days before the Copa América, Ronaldinho Gaúcho is in the news for a marketing stunt. He posted on social media, supported with an interview, that he wouldn’t watch Brazil’s matches, criticizing the team for lacking “joy,” “grit,” and “dedication.” This move shocked fans and seemed out of character for the celebrated former player.
🚨 – Ronaldinho announces on IG that he will NOT be watching Brazil any longer! pic.twitter.com/vnOprp0ENG
— 𝐀𝐅𝐂 𝐀𝐉𝐀𝐗 💎 (@TheEuropeanLad) June 15, 2024
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Ad went wrong?
Soon after, Ronaldinho explained that his harsh words were not his own but part of an ad campaign with Rexona, meant to echo Brazilian fans’ sentiments he had seen online.
The campaign, “Cheer That Doesn’t Quit,” aims to boost fan support through messages of confidence using the hashtag #TrazConfianca. Despite the good intentions, the initial response was mostly negative, with fans feeling misled.
Ronaldinho’s words ran deep
The backlash was swift. Players like Brazil winger Raphinha voiced their surprise, “It was a surprise for all of us. He’s always supported the team. I see him as an idol for everyone here, not just the players.”
Raphinha strongly defended the team’s integrity: “We were all shocked. I disagree completely. Everyone here shows dedication and pride in wearing this shirt. There’s no lack of determination or desire.”
He also pointed out the confusion over Ronaldinho’s motives, especially since he recently asked to attend one of their games: “His words were unexpected, especially since he requested tickets to see our match.”
“Real posts from fans”
Ronaldinho later stressed that his life’s passion is supporting Brazilian football and that his earlier comments were intended to rally, not criticize. He said, “I would never abandon Brazilian football. These were real posts from fans, meant to show how criticism before playing can hurt motivation.”
Figures like Ronaldinho greatly impact team spirit and performance and this incident shows the challenges of sports marketing. As Brazil gets ready for their first game against Costa Rica, and later Colombia and Paraguay, they need to focus on winning and staying together.
Don’t meet your idols, they say. Turns out, you don’t always have to listen to them too. How the team handles this situation could shape their tournament path.
