Sabrina Sato becomes partner in women's football project 'A Torcida Delas'

Brazilian TV host Sabrina Sato has been announced as a partner and public face of A Torcida Delas, a women's football community project backed by production company Conspiração and Grupo Dreamers. The announcement came on Friday.

Sato, a presenter, dancer and model who is eight months pregnant with her second child, will front the initiative across its events and its social channels on YouTube, X, TikTok and Instagram. The project forms part of the universe around "Marta", the biopic of the Brazil number 10 scheduled for release in April.

Beyond honouring the player, the project plans to use the Women's World Cup, hosted in Brazil between June and July, to accelerate the circulation of women's football content. Ten ambassadors and roughly 50 content creators will feed the platforms. Sato will also appear as a guest on a podcast about women's football presented by journalist Mariana Spinelli.

What does the partnership change for marketers?

For brands and media companies watching Brazil's sports-entertainment market, the deal pairs a mainstream celebrity with a content property built for the country's biggest women's football moment in decades. Sato recorded a film for the project at NeoQuímica Arena, directed by actress Alice Braga, giving the launch immediate cross-platform production value.

Sato framed her involvement as rooted in personal credibility rather than a commercial detour. "As pessoas me associam muito ao Carnaval, à moda, à televisão, mas esquecem que eu sou corintiana desde que nasci," she said — people associate her with Carnival, fashion and television, but forget she has been a Corinthians fan since birth. She added: "Eu sei muito bem o que é amar um time, sofrer, comemorar, ficar sem voz de tanto torcer."

Her motivation, she said, is the generational effect of visibility. "Quando uma menina vê outra mulher ocupando um espaço, ela começa a entender que aquele lugar também pode ser dela" — when a girl sees another woman occupying a space, she begins to understand that place can also be hers.

The historical gap the project addresses

Sato pointed to the structural context the campaign sits in: women were banned from playing football in Brazil for almost four decades. She argued that admiration must now convert into real opportunity — visibility, investment, support for competitions and recognition for athletes — so that girls grow up knowing players' names the way they know the great male players.

"Porque talento nunca faltou às mulheres brasileiras. O que faltou durante muito tempo foi espaço, reconhecimento e investimento," she said. Talent was never missing; what was missing was space, recognition and investment.

Her reference points in the game include Marta, Formiga, Cristiane, Debinha and Corinthians players Duda Sampaio, Lelê and Thaís Ferreira. She cited the 2025 Copa América final, with Marta scoring and Brazil winning on penalties, as an emotional high point.

The World Cup window

Sato's expectation for the home World Cup is direct: she wants Brazil to be world champion, and she dreams of a final at the Maracanã. She noted the team's silver medal at the Paris Olympics as evidence of its strength, and said playing at home brings pressure but also the force of Brazilian crowds. Her stated hope is that the tournament leaves a legacy of more girls playing, more investment and more recognition for the women's game.

On Corinthians' poor season, she joked: "Meu coração corintiano está precisando de um cardiologista" — her Corinthians heart needs a cardiologist. She also asked, laughing, for the team to give "essa grávida" a little peace.

She confirmed her seven-year-old daughter Zoe, whose baby gifts included a full Corinthians kit, is already a fan. With A Torcida Delas launching ahead of both the April film release and the June-July World Cup, the project gives partners a full-year runway into the largest women's football content moment Brazil has hosted.