Between shirts, slogans and causes

Recreational Football in the Metropolitan Region of São Paulo

Fans follow the floodplain football game in the fence. (2024/2025)The Football Museum

Have you ever been to a local soccer game? Have you noticed the flags and banners of the fans? Have you noticed the team shirts? Have you noticed how eccentric they are, with lots of colors, writing and designs? Why do they have slogans and neighborhood names?

The amateur teams of São Paulino and Canta Galo meet on the field, Poá-SP. (1990/2000)The Football Museum

This virtual exhibition is part of the 2024 Young Researchers Call for Proposals by the Football Museum and is a dissemination product of Evandro Lima dos Santos research. It addresses these identity marks and relates them to a way of being from the "várzea" community. 

The teams presented in the exhibition were chosen based on the cuts established by the research. We know the breadth and richness of the "várzea" world, but here we dedicate ourselves to a specific and delimited look, which seeks to highlight some symbolic dimensions of this practice based on the concept of identity marks and the election of thematic axes, expressed in the subtitles.

Varzeans travel by truck, São Paulo-SP.The Football Museum

Each axis brings visual and narrative elements that help to understand how the different clubs express their identities, community values ​​and ways of being through the várzea as a culture, community and language of football.

Carlito wearing a "Bola de Fogo" shirt, Ferraz de Vasconcelos-SP. (2025-02-15)The Football Museum

Concept of identity marks

But what are the identity marks of the rural areas? They are signs that, while being chosen to identify a team, distinguish it from others within a universe of symbols that simultaneously relate to rural football and social life in the outskirts of the city.

Unidos do Morro banner in a game for the Peace Cup, São Paulo-SP. (2012-08-25)The Football Museum

Their most significant expressions are present in shirts, shields, mascots, mottos, banners, flags, fan songs and performances, social causes and other codes intrinsically related to their communities.

Chiquinho, resident of the Jardim Record neighborhood, Taboão da Serra-SP. (2025-04-05)The Football Museum

Shirts

The amateur football shirts are the greatest example of these identity marks, as they contain several of these elements in which the common peripheral identity is constructed, reaffirmed and disseminated.

In the photo above, we see Chiquinho posing with his Unidos do XV jersey, a team from Jardim Record, in Taboão da Serra. "I won't even lend this jersey to my children," he assures. This is because it carries his own story of 40 years living in the neighborhood and his friendship with Quinze, a great friend who passed away and founded the team. On weekends, Chiquinho's bar is a meeting point for the club's fans.

Santa Marina Female Uniform (1948)The Football Museum

Wearing a jersey dates back to the days when it was handmade, as seen in this 1948 photo of Santa Marina, a team of glass workers from the Água Branca neighborhood. Note that the fans were made up of women and children, something rare today, let alone back then.

Shirt of the "Vila Fundão Football and Rap" team, São Paulo-SP. (2012-11-03)The Football Museum

Symbols and mascots

"In the suburbs, the joy is the same
It's almost noon and the euphoria is general
That's where my brothers and friends live
And most people around here look like me"
(Racionais MC's. Weekend in the Park, 1993)

Drums of the fans of the Nove de Julho Football Club, São Paulo-SP. (2012-09-08)The Football Museum

The musical instruments of Nove de Julho bear the club's symbol and pitbull mascot. The shape and colors of the shield of this team from Casa Verde Alta were inspired by Santa Cruz, from Recife. The mascot was chosen for its notorious strength and loyalty.

Tattoo of an Ajax fan from Vila Rica, São Paulo-SP. (2012-10-06)The Football Museum

The local teams represent their communities so much that some locals tattoo this relationship on their skin. This is the case of this Ajax fan, whose name is inspired by the Dutch namesake and whose crest is influenced by Santos. The "Lobão da Vila" Rica is one of the most traditional teams in São Paulo.

Man wears "Katadão 9 years" shirt. (2012-09-07)The Football Museum

Mottos and values

These symbols, mascots and other codes are identified and recognized by the people of Varzea, whether they are in their own community or anywhere in the city.

They have a unique aesthetic and language that is also expressed through the slogans and values ​​inscribed on their shirts, banners and headquarters. This is what we see in the two phrases on Katadão's nine-year-old shirt: "From yesterday I made today, I left the bad things behind" and "Here or anywhere, it's us who are there".

Banner of the Revolução team Jardim Record, Taboão da Serra-SP. (2025-04-05)The Football Museum

In Taboão da Serra, we have the Revolução club, founded in 2004. In addition to the emblematic name chosen by the residents of Jardim Record, they chose as a motto: "Those who are real know who are fake...", in a clear establishment of principles that value loyalty.

Saloá fans during the Pirituba Cup final, São Paulo-SP. (2011-12-04)The Football Museum

The motto of Saloá, from Pirituba, values ​​the union of the community, in order to bring culture and leisure to everyone: "All the achievements were a result of unity, the fans, the community, the guys from the second team, founders, we all have a great importance in the progress of the club".

Zé Pequeno putting on the banner before the game valid for the Deda 35+ Cup (2025-02-03)The Football Museum

Ribbons

Every local club has an umbilical relationship with its community. It wants to represent the best way possible wherever it plays.

This feeling of belonging and representation leads its members to establish deep bonds of friendship and spare no effort to fulfill several roles at the same time: player, director, coach, fan... In this regard, it is important to consider that the time that activities demand goes far beyond the 90 minutes of play. Often, the lives of its members are driven by this.

Percussion by the Memo Memo fans, Taboão da Serra-SP. (2024-11-10)The Football Museum

Fan performances

"This samba is for you
Who lives talking, criticizing
Wanting to snub, wanting to end
Our popular culture
It's beautiful to see
The samba running, to the other side
There is no border to stop us
You don't samba but you have to applaud"
(Fundo de Quintal. A Batucada dos nosso tantãs, 1993)

Memo Memo fan, Anna Julia plays percussion during a football match. Taboão da Serra-SP. (2024-11-10)The Football Museum

Song by the Memo Memo fans, Taboão da Serra-SP.
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Father and son watch the Memo Memo team play, Taboão da Serra-SP. (2024-11-10)The Football Museum

Just like in professional football, people in the grassroots also find inspiration in popular music and chants from organized fan groups. Only the expressions are adapted to make sense according to their signs. This is what we heard in the chant of Memo Memo, from Taboão da Serra.

Colored smoke packaging during the Kaiser Cup match, São Paulo-SP. (2011-11-13)The Football Museum

Fan performances also make use of flares and smoke. Essential during matches, these marks are not restricted to the fields and are spread throughout the city with the colors of each club, especially when celebrating titles won.

Celebration of Pioneer fans, São Paulo-SP. (1990/2000)The Football Museum

This is the case of Pioneer fans, from Vila Guacuri, south of the capital, in a photo from the 1990s. As stated on the club's page: "We are not just another amateur team, but a family, the Pioneer family".

Card game at the headquarters of the Revolution Jardim Record team, Taboão da Serra-SP. (2025-04-05)The Football Museum

Neighborhoods and cities

When representing their "slum", the name of the neighborhood is always next to that of the team, when it is not their own name. If they compete in championships against teams from their neighborhood, they defend their respective streets. If they play in other regions, they take their neighborhoods and areas of the city with them.

And if they cross borders, they each represent their own municipality. The rivalry, however, is always present. In the following video, it seems greater when it comes to teams from the same community.

Players from the local football team Revolução Jardim Record, Taboão da Serra-SP. (2025-04-05)The Football Museum

Causes

Predominantly practiced in the city's outskirts, but not exclusively there, amateur football is a fundamental part of the lives of the working classes, serving as a space for political mobilization, sociability and identity construction.

This reveals a specific sense of belonging based on shared cultural codes and common experiences that locals live in their communities. It is not uncommon for some clubs to have direct links to social causes.

Karina dos Reis, fan and player of E.C. Centre Ville, Santo André-SP. (2025-03-30)The Football Museum

Here we see Karina dos Reis, from Centre Ville. This club was founded in Santo André in 1985, three years after a piece of land was occupied by workers. The women also organized themselves and formed a team. Each star on the shirt represents a year of the club's existence, which has resisted alongside the residents.

Players and fans of Black Power from Ipiranga, São Paulo-SP., 1970/1980, From the collection of: The Football Museum
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Players and fans of Black Power do Ipiranga, in the southern part of São Paulo, celebrating a title won in the grassroots decades ago. The focus of the photo is on an unfurled flag bearing the club's name and the representation of the team affirming its blackness. Yes, the club was inspired by the aesthetics and values ​​of the North American black movements of the 1960s and 70s, having been founded in 1972. It is one of the most traditional in the city and persists to this day.

Player for Rosanegra Direct Action and Football, Santo André-SP. (2025-03-30)The Football Museum

Through amateur football, feminist women also come together to fight for various causes. One of the teams that has stood out is Rosanegra Ação Direta e Futebol. As the name suggests, the team was created in 2014 as a result of the activism of its members.

Through the records presented here, this exhibition allows us to connect memories, identities, communities and values with the importance of building and preserving collections related to varzeano football. This is a practice that goes beyond sport and is intrinsically related to its community, carrying and representing its name with it. The identity marks covered here represent fundamental points in the valorization of the different territories that make up the metropolitan region of São Paulo. They value the culture and social technologies produced from the peripheries. From now on, as you see them around the city, we hope that the exhibition will invite you to recognize their implicit meanings and values.

Credits: Story

FOOTBALL MUSEUM
São Paulo, June 2025.

IDBRASIL CULTURA, EDUCAÇÃO E ESPORTE - Social Organization of Culture that manages the Football Museum
Board of Directors
President - Dalton Pastore Junior
Executive Director - Renata Vieira da Motta
Administrative and Financial Director - Vitoria Boldrin
Technical Director - Marilia Bonas

Exhibition Between shirts, slogans and causes: Amateur Football in the Metropolitan Region of São Paulo
Curatorship, research, texts and metadata: Evandro Lima dos Santos
Assembly: Dóris Régis and Marcel Tonini
Revision: Alberto Luiz dos Santos, Ellen Nicolau, Fiorela Bugatti and Marcel Tonini

This virtual exhibition was produced within the 2025 Season of the Football Museum, carried out with resources from the Federal Law of Incentive to Culture.

Credits: All media
The story featured may in some cases have been created by an independent third party and may not always represent the views of the institutions, listed below, who have supplied the content.

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