Purpose on the Jersey: Coritiba and Its Partners Turn Sponsorship Into Solidarity
Coritiba’s tribute shirt for Jonny Butcher. Photo: Mariana Toneti | Coritiba. A soccer jersey normally carries identity, history and commercial partnership. Coritiba Foot Ball Club used one to carry something more: the name of Jonny Butcher and a message assuring an English supporter living with ALS that he was not alone. The campaign demonstrates how…