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The Strong Side Launches to Confront Predator Culture in Sport—from the Locker Room out

FOR IMMEDIATE RELEASE
Nashville, TN — 02 March 2026 

Two recent headlines. Same old pattern. A new prevention engine built for clubs, leagues, and the entire game-day ecosystem. 

 

NASHVILLE, TN — The International Association of ESD Professionals (IAESDP) today announced the launch of The Strong Side (TSS), its flagship culture-change engine designed to help sports organizations prevent harassment, discrimination, and escalation—from the locker room out—to the pitch, to the stadium, to the community. 

The launch comes amid renewed scrutiny of what TSS defines as Predator Culture: a system-level environment where disrespect and boundary violations are normalized, targets are isolated, and institutions are left reacting after the fact instead of preventing what everyone can see coming. 

TSS is now scheduling interviews and briefings for sports desks and league stakeholders. 

Why now 


In the span of days, two high-profile incidents—one in Brazilian football, one in Olympic hockey—sparked backlash and renewed debate over sexism, power, and accountability in sport: 

Brazil (Campeonato Paulista): In a post-match interview, Red Bull Bragantino defender Gustavo Marques questioned the legitimacy of appointing a woman referee for a major match and stated that referee Daiane Muniz “did not have the capacity” to officiate a game of that magnitude. 

Winter Olympics hockey: A viral locker-room clip following the U.S. men’s gold medal win captured a remark implying the women’s team’s recognition was obligatory rather than earned—an inside attitude said out loud and laughed off in public. 

“The incidents may look different on the surface. Underneath, they share the same logic: women are treated as optional in spaces where men are treated as default,” said Lissette Brassac Fitzgerald, Executive Director of IAESDP. “Predator Culture thrives when sexist dismissal gets waved away as ‘just locker room talk.’ These moments are signals—tests of what the culture will allow. The Strong Side exists because sport needs prevention infrastructure—not just apologies and penalties once the harm is public.” 


Predator Culture is a system problem—with broad harm
 

TSS uses Predator Culture to describe an ecosystem where power is protected and targets are isolated, enabling harassment and discrimination to spread across the game-day environment. The resulting harm is gender-inclusive, impacting women and men, LGBTQ+ people, officials, athletes, staff, and fans—on the field of play, in the stands, online, and in the community. 

Evidence: measurable leading indicators 


TSS is informed by research and practice showing that norms, bystander behavior, and online abuse volume are measurable leading indicators that can predict escalation risk—and can be tracked and reduced with prevention infrastructure. 

Research collaboration 


The Strong Side’s approach is informed by a research collaboration with the Johns Hopkins University Bloomberg School of Public Health, supporting evaluation and evidence development around sports culture, prevention, and outcomes.

The Strong Side: From the Locker Room out 


The Strong Side is built for clubs and leagues that want more than statements. As IAESDP’s flagship culture-change engine, TSS delivers a plug-and-play, hybrid in-person + digital program designed to reduce incidents, shift norms, and demonstrate measurable community impact—without dumping massive workload onto club staff. 

“Our message is simple: don’t wait for crisis or scandal. Respond with prevention,” said Lauren Lopp, The Strong Side Spokesperson. “From the locker room to the stands, sports culture is teachable and it starts with teams. We give clubs the tools they need to set standards, train athletes and staff, activate fans, and prove impact in the community—so safety becomes part of the brand, not a reactive press cycle.” 


ESD Professionals: expertise built for prevention 


IAESDP represents Empowerment Self Defense (ESD) Professionals—trained specialists in violence prevention, boundary-setting, de-escalation, and behavior change. The Strong Side translates that expertise into sport-specific prevention infrastructure. 

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About The Strong Side (TSS)

The Strong Side is the flagship culture-change engine of the International Association of ESD Professionals (IAESDP). TSS equips sports organizations with practical training, prevention systems, and community activation to reduce harm, protect brand trust, and strengthen loyalty—from the locker room out—to the pitch, to the stadium, to the community. 

About IAESDP 

The International Association of ESD Professionals (IAESDP) advances safety, violence prevention, and empowerment-based education through professional standards, training frameworks, and implementation support across sectors. 

Availability / Interviews 

IAESDP and The Strong Side leadership are available for interviews and briefings with sports media and league stakeholders. 

Press contact: Lauren Lopp, Director of Communications and TSS Spokesperson, lauren@thestrongside.team
Learn more: https://www.thestrongside.team

PROGRAM EXPLAINER

PREDATOR CULTURE IN SPORT Two headlines. Same old pattern. A prevention framework from The Strong Side (TSS).
From the locker room out—to the pitch, to the stadium, to the community. 


What “Predator Culture” means (system definition) 


Predator Culture is a system-level environment where power is protected, targets are isolated, and boundary violations are normalized—so harassment and discrimination become “expected,” consequences become inconsistent, and prevention is replaced by reaction. 

This is not about labeling individuals as “predators.” It’s about naming and changing the conditions that enable harm. 

Who it harms (gender-inclusive) 

Predator Culture harms women and men, LGBTQ+ people, officials, athletes, staff, volunteers, and fans—on the field of play, in the stands, online, and across the wider community. 

Terminology (quick strip) 

Legitimacy attack: Undermines someone’s right to belong, lead, officiate, or be taken seriously. 

Permission structure: Cues (laughter, silence, “that’s just how it is”) that signal harm will be tolerated. 

Escalation pathway: Predictable progression from normalized disrespect to threats and real-world harm. 

Optics-first accountability: Public consequences after virality without prevention systems that reduce recurrence. 

Bystander activation: Training + pathways enabling safe, effective interruption in real time. 

How it shows up (the 4 signals) 


Legitimacy attacks — “not capable,” “doesn’t belong,” disguised as “performance critique.” 

Group bonding through dismissal — “locker room talk,” “just a joke,” “part of the game.” 

Optics-first accountability — consequences without systems that prevent recurrence. 

Escalation pathways — online abuse → threats → intimidation → real-world harm. 


Why sports environments amplify the risk 


Sports is high-emotion, high-identity, high-visibility. When norms tolerate dehumanization, the game-day ecosystem becomes an accelerant—especially with alcohol, rivalry, crowd density, and social media dogpiling. 

Study data 

Evidence snapshot 

Finding #1: In a sample of 1,699 male high school athletes, 16% reported perpetrating some form of dating abuse in the prior 3 months. [1] 

Finding #2: In a randomized trial with 1,061 partnered refugee women (ages 18–45), an adapted SEE Change agency training was linked to higher skill-learning participation: 65.85% vs 43.55% at follow-up. [2] 

Finding #3 (NCAA online abuse signal — add-on stat): In the NCAA’s 2023–24 pilot monitoring 3,164 student-athletes, about 1.31 million posts/comments mentioning target accounts were analyzed; 5,020 posts/comments were reported to platforms for action. 80% of verified abusive/threatening content occurred during March Madness, and women’s tournament participants received almost 3x the abuse compared to men’s. [3] 

Outcome signal: Validated measures included gender-equitable norms + bystander pathways (athlete study) and standardized mental-health screens plus economic/skill participation outcomes (SEE Change trial). [1][2] 

What it means for clubs: These are measurable leading indicators—norms + bystander behavior + online abuse volume—that predict escalation risk and can be tracked (and reduced) with prevention infrastructure. [1][3] 

The Strong Side framework 

From the Locker Room out 


LOCKER ROOM (athletes + leadership) → standards + influence
PITCH (officials + competition) → respect under pressure + accountability
STADIUM (fans + staff + security + media) → bystander activation + reduced flashpoints
COMMUNITY (partners + activations) → healthy rivalry + visible prevention 

Who we are (credibility in one box) 


The Strong Side (TSS) is the flagship culture-change engine of IAESDP. IAESDP represents Empowerment Self Defense (ESD) Professionals—trained specialists in violence prevention, boundary-setting, de-escalation, and behavior change. 

TSS is informed by a research collaboration with the Johns Hopkins University Bloomberg School of Public Health, supporting evaluation and evidence development around prevention and outcomes. 

TSS is now scheduling interviews and briefings for sports desks and league stakeholders. 

Press contact: Lauren Lopp, Director of Communications and TSS Spokesperson, lauren@thestrongside.team
Learn more: https://www.thestrongside.team 

Citations 

[1] McCauley HL, et al. American Journal of Public Health. 2013 (PMC). [2] Kalra N, et al. SEE Change–adapted personal agency training trial in Rwanda. 2024 (PMC). [3] NCAA + Signify Group. NCAA Pilot Study 2023–24: Online Abuse in NCAA Championships. Public report PDF.

 

QUOTE SHEET 

IAESDP / TSS positioning 

  1. “Predator Culture isn’t a person—it’s a system. And systems can be redesigned.” 
  2. “If your strategy starts at the apology, you’re already late.” 
  3. “The Sport Industry doesn’t need more statements. It needs prevention infrastructure.” 
  4. “The question isn’t whether incidents happen—it’s whether organizations have systems that prevent recurrence.” 
  5. “Online abuse spikes are measurable—and they’re not random. They’re predictable, trackable signals that can be reduced.” 
  6. “Norms and bystander behavior are measurable risk indicators—clubs can manage them like any other performance system.” 

Lissette Brassac Fitzgerald — on-record options 

  1. “When sexist dismissal gets waved away as ‘locker room talk,’ the culture teaches everyone watching what’s acceptable.” 
  2. “Reactive discipline matters—and we commend it—but prevention is what changes the trajectory.” 
  3. “These moments are signals—tests of what the culture will allow. The Strong Side exists to build a different default.” 
  4. “This is bigger than women’s sports or men’s sports. It’s about who gets treated as legitimate—and who gets treated as optional.” 
  5. “We can track leading indicators—norms, bystander behavior, and online abuse volume—and reduce risk before it escalates.” 

Lauren Lopp — on-record options 

  1. “Safe stadiums equal safe communities. Don’t wait to react to crisis with statements and apologies after the fact, after the damage is already done. Respond with prevention, prioritizing safety for everyone, before damage is done in the first place.” 
  2. “We’re not here to point fingers. We’re here to help teams set up systems that enable safety from the locker room out.” 
  3. “From the locker room to the stands, sports culture is teachable and it starts with teams.” 
  4. “Teams have a choice to make now. Continue to sit on the sidelines, remain silent, and protect the status quo, which is to protect predator culture. Or choose to take a stand and lead with strength and integrity, making safety the standard.” 
  5. “Clubs are already elite performance systems. We help teams embed violence prevention into their frameworks, so safety becomes part of the very brand itself.” 

 

MEDIA ADVISORY 


MEDIA ADVISORY
Nashville, TN — 02 March 2026 


Story idea 


The Strong Side (TSS) launches to confront Predator Culture in sport—before harm goes viral. TSS is the flagship culture-change engine of the International Association of ESD Professionals (IAESDP), built to help sports organizations prevent harassment, discrimination, and escalation—from the locker room out—to the pitch, to the stadium, to the community. 

Why now 


Two recent, widely discussed incidents—spanning Brazilian football and Olympic hockey—have reignited public debate about sexism, legitimacy attacks, and “locker room talk” as a cultural permission structure. TSS launches with a prevention framework that treats these moments as system signals, not isolated PR problems. 

What’s new / what’s useful for coverage 

A press-ready framework: Predator Culture (system definition) + the “From the Locker Room Out” model 

Evidence signals sports organizations can track: norms, bystander behavior, online abuse volume 

A research-informed approach via a research collaboration with Johns Hopkins Bloomberg School of Public Health (evaluation and evidence development) 

Available for interview 


Lissette Brassac Fitzgerald, Executive Director, IAESDP 
Lauren Lopp, Spokesperson, The Strong Side (TSS) 

Topics we can speak to (tight list) 


What Predator Culture is (and is not) 

Why “locker room talk” is a culture signal—not a harmless aside 

How harassment escalates across the game-day ecosystem 

What prevention infrastructure looks like in practice 

What sports organizations can measure to reduce escalation risk over time 

Press contact: Lauren Lopp, Director of Communications and TSS Spokesperson, lauren@thestrongside.team
Learn more: https://www.thestrongside.team 

 

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The Strong Side™ has landed in Spain

In the final days of September, The Strong Side team — including International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald, ESD Europe and ESD Albania CEO and head of The Strong Side Europe Gentiana Susaj, and her business partner Julian Maloku — was invited to the picturesque seaside city of Lloret del Mar, an hour’s drive east of Barcelona, to meet with Skender Sheshi, vice president of Juventus-Lloret Football Club.  

Juventus Lloret FC — a club competing in Spain’s Catalan regional league (Primera Catalana) — presents a unique opportunity for The Strong Side to partner with a regional club and embed safety initiatives at a grassroots-level in the local community and in the team itself.  

Small clubs face unique challenges: limited resources; many athletes coming from disadvantaged and migrant backgrounds; frequently targeted by prejudice, racism, and xenophobia.  
 
Sheshi, an Albanian national and former football player himself, is all too familiar with the discrimination, harassment, and violence his players and fans face. Lack of protection erodes player well-being and fan confidence. In addition, clubs are seen as “outsiders”, limiting their reach and growth. These clubs are lifelines for youth but lack tools to address these systemic issues. Without external support, the cycle of marginalization continues.  

While touring the facilities and walking the pitch with Sheshi — an enthusiastic champion for bringing a violence prevention program like The Strong Side to his club and community —  an idea was born: a pilot project with 10 Empowerment Self-Defense (ESD) instructors shared across five clubs (led by Juventus-Lloret), with the goal of protecting vulnerable players, empowering fans, and positioning sponsors as leaders in social responsibility.  

This initiative transforms football into a tool against racism, violence, and exclusion, and creates a model of football that is safe, inclusive, and attractive to women, families, migrants and diaspora communities, players, and socially responsible brands. 

We’re excited to implement this new model of The Strong Side! And this, in part, is what makes The Strong Side such a uniquely powerful catalyst for cultural change in football — its adaptability. It’s global and incredibly local at the same time. Which allows our instructors to meet the community’s needs, all while being tapped into a larger network of resources.  

Empowerment is having choice, is being able to move through the world with dignity and personal sovereignty. 

We see a world in which football is the world’s most inclusive game. Together, we can make Juventus Lloret and its peers a European model for dignity, safety, and opportunity in sport. 

 

Media Inquiries: 
Lauren Lopp, Press & Communications Manager 
lauren@thestrongside.team | press@thestrongside.team 
www.thestrongside.team | www.esdprofessionals.org 
#FightForward | #TheStrongSide | #EndGBV 

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The Strong Side™ has landed in the UK

London called and The Strong Side answered

On a quintessentially autumnal English day, The Strong Side team, helmed by International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald, alongside ESD Europe and ESD Albania CEO and head of The Strong Side Europe Gentiana Susaj, met with honorary chairman of the Middle East Association, Peter Malay, and international businessman, Martin Dushkaj, at the illustrious Royal Automobile Club (with tea and biscuits, no less. It was all very proper, very English) to introduce our global initiative and violence prevention program to football clubs and communities to the UK.  

Gender-based violence increases 31% on average on gamedays. In England alone, domestic abuse incidents soar by 38% when the national football team loses a major match. And while the statistics are striking in and of themselves, they do make one thing plain: not only is football not inclusive to everyone, it is also not safe.  

The Strong Side is a violence prevention program implemented with a research-backed methodology (Empowerment Self-Defense) that empowers every football fan, player, and staff member to feel safe, confident, and included — on and off the pitch — creating safer teams, safer stadiums, safer streets, and safer communities for all. 

While in London, our team members — Gentiana Susaj and her business partner, Julian Maloku — also met with Alan Rides, CEO of West London Chambers, the second largest and fastest growing Chamber of Commerce in London and the South of England, to discuss bringing The Strong Side to West London. After all, safer football means stronger football — culturally, socially, and financially.  

We’re absolutely chuffed to have met with new partners in the United Kingdom! (To have gotten the ball rolling, one might say.)  

And what better place to be than where the beautiful game we love so much all began? 

Media Inquiries: 
Lauren Lopp, Press & Communications Manager 
lauren@thestrongside.team | press@thestrongside.team 
www.thestrongside.team | www.esdprofessionals.org 
#FightForward | #TheStrongSide | #EndGBV 

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On the ground with The Strong Side™ in São Paulo, Brazil

In August, our Brazil team (along with International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lissette Brassac-Fitzgerald) met with the commercial team of Red Bull Bragantino.  

The club represents the city of Bragança Paulista (approximately 200,000 inhabitants), located in the interior of São Paulo state, has the potential to generate substantial impact within its city and surrounding communities through the program’s implementation.  

Could Red Bull Bragantino be one of the first São Paulo clubs to implement The Strong Side? We sure hope so!  

We’re also happy to announce that our team met with Larissa Guerreiro, the Head of Marketing and Ms. Kin Saito, Director of Women’s Football at the São Paulo Football Federation (FPF). Both demonstrated full interest in supporting and integrating The Strong Side into the Federation’s agenda. 

While in São Paulo, our team had a blast attending Licensing con Latam — the largest B2B licensing event for the brands and characters sector in Latin America! — alongside Herbert Greco, a leader in licensing, branding, marketing, communication, consumer products development, and trade in Brazil for over twenty years. His Brazilian-based company, ByFrog, is a licensing and marketing agency that offers brand-focused opportunities and services throughout Latin America and the United States.  

We’re looking forward to the continued development of our partnerships in São Paulo! 

 

 

Media Inquiries: 
Lauren Lopp. Press & Communications Manager 
lauren@thestrongside.team | press@thestrongside.team 
www.thestrongside.team | www.esdprofessionals.org 
#FightForward | #TheStrongSide | #EndGBV 

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On the Ground with The Strong Side™ in Rio de Janeiro

The Strong Side has landed in Rio de Janeiro — city of color, of Cristo Redentor, of Carnaval! 

August 2025 marked the start of partnerships in Rio when the International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lissette Brassac-Fitzgerald embarked on her second journey to Brazil (in as many months), touching down in the city by the sea on The Strong Side’s maiden voyage to Rio de Janeiro.  

And what a productive voyage it was at that!  

Who run the world (girls!) 

Alongside our Brazil team — including ESD Brazil CEO and head of The Strong Side Brazil, Pamela Valdez — our fearless leader met with Paula Young, Head of Commercial Activations & International Relations at SAF Botafogo, who was accompanied by her all-female team. (We love to see it!) 

Botafogo stands out in the Brazilian football landscape for its progressive ESG practices, including the goal of achieving a 50/50 gender balance in its workforce and the creation of a dedicated department, “A Hora Delas”, focused on women’s participation and representation in football. This unit has its own marketing and commercial structure and is responsible for running recurring campaigns that highlight the club’s commitment to gender equity. (We love to hear it!) 

From Copacabana Beach to Carnaval  

While in Rio, our team met with Mr. Diego Carbonell, Director of Sustainability for the Liga Ouro de Carnaval, which coordinates 20 samba schools in the city’s Access Group. Mr. Carbonell was presented with the objectives and methodology of The Strong Side program, including its focus on gender-based violence prevention and cultural transformation through sports and public engagement.  

In partnership with Liga Ouro, our team conducted technical visits to two key Carnaval venues — Cidade do Samba and Marquês de Sapucaí. 

We’re thrilled that Mr. Carbonell and Liga Ouro embody an ethos so aligned with our own and are dedicated to ending gender-based violence throughout Carnaval and within the community. We’re looking forward to a continued partnership culminating in a TSS presence at Carnaval 2026/2027 and beyond.  

Samba Schools 

Our team got front row seats to one of Beija-Flor Samba School’s rehearsals (we’re still pinching ourselves!). We were welcomed by one of the school’s directors, who presented Beija-Flor’s vision, its extensive social projects, and its continuous work within the community where the school is based.  

The Strong Side team is very much looking forward to a continued partnership with the Rio de Janeiro Carnival League! 

Government  

Our team also connected to Carnaval partners at both the state and municipal levels of government in Rio de Janeiro.  

At the state level, we’ve sent partnership proposals to the Secretariat of State for Women.  

We want to take the time here to congratulate the Secretariat on its forward-thinking leadership in safeguarding women and girls across the state. 

The “Não é Não! Respeite a Decisão” decree, now visible in samba school courts and blocos (street parties), has set a new standard for safe celebrations. Likewise, the launch of “Programa Nós+Seguras”, the inter-departmental curriculum that brings consent and GBV-prevention content to public-school classrooms, shows how decisively the Government of Rio is tackling violence before it starts. 

We applaud your unwavering commitment to the rights and safety of women and girls in Rio de Janeiro. We are confident that, together, we can transform the energy of Carnaval (and football) into an even greater force for safety and equality. 

On the local level, the Municipal Government of Rio de Janeiro has expressed immediate interest in signing a partnership agreement. 

 We’re looking forward to strengthening our commitment and participation in this region! 

 

We have to say, we’re absolutely beside ourselves (in sheer joy) about the engagement and commitment to safety and ending gender-based violence we’re seeing from Carnaval stakeholders in Rio de Janeiro — at both the samba, club,and government levels. 

Carnaval and football matches amplify risk for women and girls. A 2024 national survey shows 50 % of Brazilian women have already suffered sexual harassment during Carnaval and 73 % fear it will happen again. Police data compiled by the Fórum Brasileiro de Segurança Pública reveal that on match days domestic-violence reports in major capitals—including Rio—rise about 24%, while injuries climb 21%.  

Empowerment Self-Defense, the proven and scientifically backed violence prevention methodology implemented by The Strong Side, has shown (through multiple peer-reviewed studies):  

  • A 37-80% reduction in assault risk 
  • Significant decreases in anxiety and fear 
  • Measurable increases in confidence and assertiveness 
  • Enhanced communication and leadership skills 
  • Stronger community connections and civic engagement

    The skills developed through ESD education — assertive communication, boundary-setting, collective action, and strategic thinking under pressure — don’t just teach people to respond to violence, it transforms how they move through the world. 

 

Carnaval is arguably the biggest party on earth with its parades and samba schools and feathers and sequins and street parties (oh my!), not to mention the dancing (all the dancing!) — and we’re here for the party!  

By fusing the energy of Carnaval and football with proven prevention science, Rio can transform its greatest celebrations into a world-leading showcase of safety, inclusion, and community empowerment. 

Because we believe in a world where everyone can move through the world with dignity, safety, and sovereignty — all while having a fabulous time (especially while having a fabulous time!) — both on and off the pitch! 

And we’re ready to make that world our reality.  

 

Media Inquiries: 
Lauren Lopp, Press & Communications Manager 
press@thestrongside.team 
www.thestrongside.team | www.esdprofessionals.org 
#FightForward | #TheStrongSide | #EndGBV 

 

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The Strong Side™ launches pilot program in Brazil

Because no one does football quite like Brazil does

Summer of ‘25 — doesn’t quite have the same ring to it as the summer of ‘69, we’ll admit, but is just as legendary because it was the summer that The Strong Side launched in Brazil! 

Brazil is football and football is Brazil. But with threats and injuries to women rising by around 25% on local match days, it is clear that not only is football not inclusive to everyone, it’s also not safe.  

And that’s where we come in. 

The Strong Side is a violence prevention program implemented with a research-backed methodology to make every football fan, player, and staff member feel safe, confident and included — on and off the pitch. 

Safer football means stronger football — financially, culturally, and socially. 

Since it’s already nearing the end of October (yeah, we’re not entirely sure how that happened either), let’s catch you up on all the happenings that have been happening behind the scenes at The Strong Side the past few months.  

In July, the International Association of ESD Professionals (IAESDP) Executive Director and The Strong Side creator Lisette Brassac-Fitzgerald traveled many, many miles from the US to São Paulo to join ESD Brazil CEO and head of The Strong Side Brazil, Pamela Valdez, to introduce The Strong Side to Brazil.  

In August, with the return of Lisette to Brazil to be reunited with the full Brazil team — including, Liciara Hoffmann, a former player for Desterro Rugby Clube — the team advanced with high-level meetings in São Paulo, Rio de Janeiro, and beyond, strengthening our institutional presence, opening new sponsorship opportunities, and expanding our network with football clubs, corporate partners, government representatives, and media leaders. 

We know what you’re thinking — sounds great, but what does that all actually mean? 

We’re glad you asked.  

At the club level

Highlighting The Strong Side as a key asset in promoting safer stadium environments, aligning with clubs stated ESG goals, and fostering inclusive fan engagement, our team in Brazil laid the groundwork for strategic alliances with influential football clubs.  

Any teams you’ve heard of? Red Bull Bragantino and Paulista Football Federation (FPF) in São Paulo and Botafogo in Rio de Janeiro have expressed strong interest in partnering with us. As well as, Goiás Esporte Clube, a Serie B club from Goiânia fighting to win promotion to Serie A, with strong connections to its community welfare. 

At the government level 

Over the course of the summer and into the fall months, our team has met with representatives from the São Paulo Government, the State and Municipal Government of Rio de Janeiro, and the Municipality of Florianópolis.  

Most important takeaway here? Turns out The Strong Side perfectly aligns with public policies already in place focused on gender-based violence prevention and community development. 

 

At the commercial level 

Our team, headed by the fearless Pamela Valdez, continues to engage with brands and sponsors positioning The Strong Side as a high-impact social initiative capable of generating significant positive brand association, contributing to ESG (Environmental, Social, Governance) commitments, and increasing consumer trust and visibility. 

Some perspective sponsors that have expressed interest? Brands in the health and wellness sector, as well as tech/startup groups.  

 

On the social and cultural level  

We’ve had to get a bit creative to make sure The Strong Side programming complies with Brazil’s Sports Incentive Law, but we’re happy to report that we’ve successfully secured interest from three qualified nonprofit/OSCIP organizations willing to advance the approval and fundraising process for 2026, ensuring a solid pipeline for future implementation.  

Two partnerships in the works we’re really excited about …  

Bringing The Strong Side to Rio Carnaval 2026/27 in collaboration with Liga Oura RJ and the Rio de Janeiro Municipal Government.  

Partnering with Cris dos Prazeres and the Instituto Evolux. Cris dos Prazeres, a respected social activist with more than 30 years of engagement in Rio de Janeiro’s communities, is widely recognized for her credibility and deep connections with public institutions, private organizations, and the Government of Rio de Janeiro. The Institute will play a pivotal role in opening community spaces, mobilizing women, and leveraging its national network of respected organizations working within favelas and territories across Brazil. 

The future is looking bright indeed, and we can’t wait to be a part of it.  

 

So, there you have it, some of the happenings that have been going on behind the scenes here at TSS.  

With the 2027 Women’s World Cup on the horizon, we feel there is no better time to be on the ground, on the pitch, in the stadiums, on the streets, and out in communities than now.  

We are extremely thrilled and inspired by the innovation, creativity, and dedication that both individuals and leaders at all levels have demonstrated to ending gender-based violence in their teams, in their stadiums, and in their communities.  

We are also humbled and excited by how positively The Strong Side has been received across diverse sectors — including football leadership, government representatives, media professionals, and civil society organizations— underscoring both its urgency and its powerful alignment with national and regional priorities. 

The establishment of high-level institutional and political support for The Strong Side, with endorsements from influential figures in football, cultural, and commercial sectors, as well as introductions in-the-works to key decision-makers and initiated media partnerships, all signal that there is strong momentum for strategic scaling of the program in Brazil.  

Yay, happy dance! 

All the groundwork done in Brazil has only reinforced what we’d already known: Brazil is uniquely positioned to lead the global launch of The Strong Side, uniting sport, culture, and social impact to end gender-based violence, creating safer stadiums, safer teams, safer streets, and safer communities for all.  

 

Media Inquiries: 
Lauren Lopp, Press & Communications Manager
lauren@thestrongside.team | press@thestrongside.team 
www.thestrongside.team | www.esdprofessionals.org 
#FightForward | #TheStrongSide | #EndGBV