QR code on shirt boosts Manto da Massa sales by 351%

With betting companies removed from Brazilian clubs’ shirts following Provisional Measure 1,394/2026, the most valuable space on the kit became a challenge for the market. Galo decided to treat that space as owned media. For the Brasileirão match against Flamengo on Monday (10/26) at the Maracanã, Atlético took to the field with a QR code printed on their shirts. The code took fans directly to the sales page for the Manto da Massa 2026/27 shirt, developed with Nike based on votes from more than 30,000 Galo Na Veia members.

The results were evident during the match itself. Between 8 p.m. and 10 p.m., the website received 18,000 visits, compared with 1,500 during the same period the previous day. That represents an increase of 1,100%, or 12 times as many visits. Over the course of match day, more than 30,000 unique visitors accessed the page.

That traffic translated into purchases. Shirt sales between 8 p.m. and 10 p.m. rose 351% compared with the previous day. The match window accounted for 25.4% of the day’s sales, up from 9% the day before. In practice, one in every four shirts sold that day was purchased during the match.

The effect continued after the final whistle. Fueled by coverage on social media and in the sports press, sales the following day remained above the daily average, again without any additional paid media.

“The Manto da Massa was born out of our members’ choice and came back to them on the pitch in a format the club had never used before. The result was clear: one in every four shirts sold that day was purchased during the match. This confirms that innovation and connection with our fans go hand in hand, and that the shirt can work for the club well beyond sponsorship,” says Daniel Cintra, Atlético’s marketing manager.

Manto da Massa

Named “The Tradition That Endures,” the Manto da Massa 2026/27 features horizontal black-and-white stripes, gold details, and the crest used by the club in the 1950s. The design was inspired by the flags fans bring to the stands. The shirt is sold exclusively at mantodamassa.com.br, and the club plans to have the team wear it in an official match in 2027.

Follow Galo on social media: @atletico

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This article was translated into English by Artificial Intelligence. You can read the original version in 🇧🇷 here.