“Ame o Rio” – 25 anos da marca inesquecível na camisa tricolor

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A estampa “Ame o Rio” ficou famosa junto do título carioca de 1995 e foi usada em sua primeira partida no dia 30 de abril do mesmo ano. E foi num Fla-Flu, Maracanã lotado, com 7 gols, com direito a golaço e tudo. A partida também era importante para o avanço do tricolor no octogonal final do Carioca.

O espaço que anteriormente era usado pela Coca-Cola, desde outubro de 1987, agora estava vazio. Então, o consultor de marketing esportivo João Henrique Areias teve a ideia de botar a frase “Ame o Rio” no local vago. Fez para mostrar o poder da mídia tricolor e para exaltar a cidade do Rio de Janeiro.

“Mais do que nunca, em 1995, a nossa camisa pesou na conquista de um título.  Quando o Fluminense aplicou o slogan “Ame o Rio”, tradições foram evocadas. O clube foi estabelecido na Rua Guanabara, erguido sob o leito do Rio Carioca e seu nome, em Latim, quer dizer “aquele que vem do rio”. Por sinal, o Fluminense só não foi batizado com a denominação “Rio” porque outra agremiação usurpou o nome dias antes de nossa fundação. Logo, é natural que o primeiro grande clube de futebol da cidade seja chamado de “o mais carioca do Rio”, expressão corriqueira do começo do século XX quando o assunto era o Tricolor. Não por acaso, a expressão “Ame o Rio” deu tão certo e ainda foi um sucesso de vendas quando lançamos uma camisa retrô em 2015, 20 anos depois de ela ter sido aplicada”, explicou Dhaniel Cohen, do Flu-Memória.

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A estreia da frase foi num Fla-Flu icônico, que acabou com a vitória tricolor por 4×3. Ela caiu no gosto da torcida já que o Fluminense não vinha fazendo uma boa campanha no campeonato. Ela perdurou até o fim e culminou no título carioca de 1995 justamente contra o Flamengo. A Prefeitura do Rio, comandada por César Maia, repassou uma verba para o clube devido aos dizeres escritos na camisa.

A mídia tricolor era realmente muito forte. Ainda no meio do campeonato a Hyundai, fabricante de carros, e o Flu firmaram um contrato. Agora a empresa ocuparia a parte central da camisa mas a frase continuaria, mas agora, na parte de trás e acima do número.

Um dos jogadores que usou o manto tricolor em campo na época foi Aílton, meia da equipe campeã. Ele é o autor oficial do gol de barriga – do Renato Gaúcho – e do título. E ele fez questão de falar dessa epoca vivida no Flu.

“O Fluminense estava há um tempo sem patrocínio na camisa, até que surgiu o “Ame o Rio”. Eu, particularmente, fiquei muito feliz. Estava muito tempo fora do Rio e colocar em um patrocínio “ame a sua cidade”, cidade que eu já amo, foi muito legal. Compartilhei com os companheiros e percebi que todo mundo ficou muito feliz. Sabemos como o futebol é supersticioso e pensei: “quem sabe se isso não vai trazer a sorte que estávamos precisando?”, disse Aílton e completou dizendo:

“Éramos um time experiente, tentávamos manter a posse de bola, mas o Flamengo apertava, foi um jogo difícil. Acho que jogamos bem abaixo do que a gente rendia, principalmente nos Fla-Flus. Foi uma vitória que empolgou muito. Não só a equipe, mas também a torcida e todo o clube. Praticamente ninguém acreditava na gente e ressurgimos das cinzas. A gente sempre acreditou. Essa vitória nos deu a empolgação que a gente precisava. Conseguimos arrancar para um título muito importante para o Fluminense.”

O Fluminense continuou forte na arrancada do campeonato. Durante ela acumulou 2 empates contra Botafogo e Vasco e 7 vitórias contra Bangu, América, Volta Redonda e Flamengo, uma justamente na final do Carioca.

A marca ficou tão marcada na memória da torcida tricolor que teve uma campanha para estampar novamente a camisa. E, foi em 2017 quando foi usada na final contra o Flamengo e a invencibilidade perdurou. Mais um caneco foi levantado com a frase.

Confira a lista de jogos do Fluminense com Ame o Rio estampado:

30/04/1995 – Fluminense 4×3 Flamengo
07/05/1995 – Fluminense 1×0 Bangu
14/05/1995 – Fluminense 1×0 América RJ
21/05/1995 – Fluminense 0x0 Botafogo
27/05/1995 – Fluminense 1×0 Bangu
04/06/1995 – Fluminense 0x0 Vasco
11/06/1995 – Fluminense 2×0 Volta Redonda
18/06/1995 – Fluminense 3×0 Enterriense
25/06/1995 – Fluminense 3×2 Flamengo
05/03/2017 – Fluminense (4)3×3(2) Flamengo

ST


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67 thoughts on ““Ame o Rio” – 25 anos da marca inesquecível na camisa tricolor

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