Atlético Mineiro and H2bet Launch Lyanco Jersey Promo

H2bet, the main sponsor of Atlético Mineiro, together with the club, has introduced a new campaign titled “A Massa supports those who wear the Galo.” Revealed on Thursday, the initiative aims to encourage fans to purchase the official jerseys for the current season. Defender Lyanco, who has quickly become a fan favorite, is prominently featured as a central figure in the campaign.

Connecting Club, Sponsor, and Fans

The campaign highlights the strong bond between Atlético Mineiro, its sponsor H2bet, and the passionate fan base, known as Massa Atleticana. Buying the new jerseys is portrayed not just as a display of club pride but also as a gesture of support for H2bet, the club’s largest sponsor to date.

Transition and Identity

H2bet CEO Ueltom Lima explained that the campaign reflects a natural stage in sponsorship cycles:

“After a change of sponsors, fans often still wear old jerseys. We wanted to approach this transition with respect for the past and a touch of humor. We’re confident that Atlético supporters will embrace the idea of supporting those who support the Galo, with Lyanco’s performances adding extra excitement.”

The campaign video emphasizes respect, continuity and pride, encouraging fans to wear the current jersey as a symbol of unity.

Creative Vision

The short film was directed by H2bet’s Head of Creation, Pepe Mendina, and filmed inside Atlético’s official store at Arena MRV the club’s new stadium. Mendina emphasized fan inclusion:

“We wanted supporters to see themselves in the video as part of the story. Lyanco embodies the strong connection with Massa, bringing authenticity and encouraging fans to wear Atlético’s jersey with pride.”

Filming on club grounds reinforced the genuine connection between the team, its sponsor, and its supporters.

Beyond Sponsorship

Since becoming Atlético Mineiro’s master sponsor, H2bet has focused on campaigns celebrating fan culture and identity. Earlier this season, the company collaborated with the club to launch the second official kit with the theme “Anywhere, no matter where” celebrating the global reach of Atlético’s fan base.

With “A Massa supports those who support the Galo” H2bet strengthens its role as a strategic partner, not just a sponsor. The partnership is the largest sponsorship in Atlético Mineiro’s history, demonstrating the brand’s confidence in the club and its supporters.

Celebrating the Massa

The campaign also honors Atlético Mineiro’s status as a powerhouse in Brazilian football. Massa Atleticana is recognized as one of the country’s most loyal and passionate fan communities. Featuring Lyanco and emphasizing pride, tradition and unity the campaign demonstrates how sports marketing and cultural identity can authentically connect with fans.

Ultimately the project reinforces Atlético Mineiro’s spirit a club driven by the synergy of its players, tradition, sponsors and above all, its supporters.