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