Brahma has been a long-time sponsor of Brazilian football - with official partnerships ranging from the national team to major tournaments and club sponsorships - but when health and safety-led legislation banned beer brands from appearing on shirts and advertising in stadiums, Brahma switched to an innovative way of maintaining its place at the heart of the beautiful game in the form of ‘The Foamy Haircut’ - an integrated initiative led by a partnership between celebrity hairdresser Ariel Franco and São Paulo FC star Reinaldo.
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