The Amstel brand, a competitor of the official Carnival sponsor Ambev, is stepping in to support traditional Carnival blocks in São Paulo. Notable blocks such as Tarado Ni Você and Pagu, which had previously announced the possibility of not participating this year, will receive sponsorship along with others that have been parading in the city center for over a decade. The move comes as a surprise, especially given that Ambev has invested over R$ 30.2 million to secure exclusive selling rights for its products at all accredited Carnival events in the city.

Despite the sponsorship from Amstel, which cannot sell its products at these events due to Ambev's exclusivity, the Vice President of Marketing at Heineken, Cecilia Bottai, expressed her criticism of the lack of support for traditional Carnival blocks. According to Bottai, their commitment is to keep the spirit and tradition of the Carnival alive while advocating for the rights of those who genuinely contribute to the city's Carnival festivities. This highlights the ongoing rivalry between the two major beer brands in Brazil and how it plays out in cultural events like Carnival.

As Carnival approaches, the clash between Ambev and Heineken's strategies may affect not only sponsorship dynamics but also the festive atmosphere of the event. In a city where Carnival is a critical cultural touchstone, such competition can lead to new opportunities and challenges for the traditional organizers and participants within this vibrant celebration.