Brazil has long been an integral part of Bayer 04’s history. Over the decades, Brazilian players have played a decisive role in shaping the identity of the Werkself, bringing creativity, technical finesse and genuine star power to the Leverkusen pitch. From Paulo Sérgio and Jorginho, through to Emerson and Zé Roberto, right up to Lúcio and many others – Brazilian footballers have played a pivotal role in Leverkusen for decades. And the relationship continues to grow! It’s by no means just the big stars who take centre stage; the focus is also on building genuine and lasting connections with the people of the country.
As part of its internationalisation strategy, Bayer 04 has systematically expanded its presence in Brazil in recent years: through youth development projects, social initiatives, local partnerships and fan engagement initiatives, such as the ‘Esquenta’ tour – last year’s training camp for the first team – and bespoke content in Portuguese.
DIALOGUE WITH THE BRAZILIAN FANS
With the launch of content in Portuguese on the Werkself’s website and social media channels in spring 2025, the club has forged even closer ties with its Brazilian fans. Through stories about the club, the latest news and exclusive insights in Portuguese, Bayer 04 is building a linguistic bridge between Leverkusen and one of the most passionate fan bases in the world of football.
INVESTING IN THE NEXT GENERATION: THE BAYER 04 FOOTBALL ACADEMY SÃO PAULO
Another key pillar of Leverkusen’s involvement in South America is the Bayer 04 Football Academy in São Paulo. The Academy, led by Bayer 04’s official club legend Paulo Sérgio, teaches children and young people in Brazil the playing philosophy and training methods of Bayer 04, thereby specifically combining the personal development of young players with their sporting education.
As the project continues to grow, more and more partners are joining the initiative. This gives many children and young people in São Paulo the chance to experience the Bayer 04 approach for themselves. This is not only a long-term investment in local communities in Brazil’s largest city, but also creates entirely new opportunities for the sharing of knowledge and experiences. Building on the success of the Bayer 04 Football Academy São Paulo, there are plans to expand the concept to other locations in Brazil.
FOOTBALL WITH ADDED VALUE: THE PARTNERSHIP WITH BOLA PRA FRENT
Bayer 04’s involvement in the region also extends far beyond sporting activities. Through its partnership with the Instituto Bola Pra Frente in Rio de Janeiro – founded by former Werkself player and World Cup winner Jorginho – Bayer 04 supports an organisation that uses football and education specifically to teach children and young people from vulnerable backgrounds important life skills.
The partnership with Bola Pra Frente is based on a shared belief that football can be a powerful driver of positive change: through sport and other support initiatives, young people are helped to build greater self-confidence, knowledge is imparted and opportunities for the future are created
A HISTORIC MILESTONE: THE ‘ESQUENTA’ BRAZIL TOUR
Bayer 04 marked another milestone in its relationship with Brazil with the historic ‘Esquenta’ tour in Rio de Janeiro as part of its pre-season preparations for the 2025/26 campaign.
Exactly one year ago, this trip marked the very first pre-season tour by a Bundesliga club in Brazil. Alongside daily training sessions at Flamengo Rio de Janeiro’s ground and a friendly, the tour brought the Werkself much closer to their supporters in Brazil, particularly through the involvement of many former Brazilian players, fan activities, social initiatives and cultural exchanges. The tour not only celebrated the club’s deep Brazilian roots, but also underlined Bayer 04’s commitment to further developing authentic and long-term relationships in a market as important as Brazil.
SHAPING THE FUTURE TOGETHER
With its current tour of Brazil, Bayer 04 is also laying a strong foundation for its brand in a country where the Bundesliga is one of the most popular European football leagues.
The Bundesliga’s innovative marketing concept for TV rights in Brazil – which incorporates YouTube, social media platforms, content creators and various TV partners – makes it easier than ever for fans to follow the action in Germany’s top flight in a wide variety of ways. In a country that is so closely linked to the Werkself through its own history, outstanding players and a deep-rooted passion for football, Bayer 04 has set itself a clear goal: to further strengthen this special bond for generations to come.
