Ancelotti and Ronaldo’s Carnival Appearance Sparks Debate Over Beer Brand Sponsorship

Rio de Janeiro – The presence of Brazilian national team coach Carlo Ancelotti and football legend Ronaldo Nazário in a beer brand’s advertising campaign during the recent Carnival celebrations has ignited a discussion regarding the promotion of alcohol consumption and the influence of public figures.

Ancelotti and Ronaldo Feature in Campaign

Ancelotti and Ronaldo were prominently featured in promotional events held in Salvador, São Paulo, and Rio de Janeiro, including appearances in the brand’s hospitality box with glasses of beer. The campaign, developed by Africa Creative, also marks Ronaldo’s return as a brand ambassador, a role he previously held in the 1990s.

Criticism and Concerns Raised

The collaboration has drawn criticism from some quarters, including Dr. Auricchio Júnior, a physician and former mayor, who questioned the appropriateness of linking the national team coach’s image to a beer brand. Concerns center on the potential for such advertising to encourage alcohol consumption and the weight of influence a public figure like Ancelotti carries.

Defending the Campaign

Defenders of the campaign point to the legality and regulation of alcohol advertising in Brazil, as well as the World Health Organization’s distinction between moderate consumption, and abuse. Two other beer brands are also sponsors of the World Cup. Africa Creative highlighted their data-driven approach, noting that successful campaigns often align with moments when Brazil wasn’t a favorite to win, tapping into a sense of belief and optimism – reflected in the campaign slogan “Tá Liberado Believe” (Believe is Released).

Ancelotti’s Broader Context

Ancelotti assumed the role of head coach of the Brazilian national team in May 2025, aiming to restore the team’s image and build on his successful track record, which includes five Champions League titles. He earns a monthly salary of approximately R$5 million (approximately $980,000 USD as of February 17, 2026).

Cultural Adaptation

The campaign also considered Brazil’s cultural context. Interestingly, Ancelotti’s prior coaching experience in Germany, a country with a strong beer culture, suggests a level of familiarity and comfort with the product.

Sources: OneFootball, Ground.news