In September last year, Brazilian football club, Flamengo, petitioned the United Nations to become a nation, the first “symbolic-cultural Nation” on the planet. The idea, conceived by Artplan and led by Flamengo ambassador and football legend, Zico, was based on a strategic insight – if every nation carries collective commitments, Flamengo, due to the cultural, social, and symbolic scale of its fan base, already operates as one.

On April 13, Flamengo and Zico were received at the headquarters of the United Nations in New York, in a move that marks another step in the campaign initiated in Brazil and later scaled internationally so that the “Nation”, as Flamengo’s fan base of 45 million people is known, can be recognised as the world’s first Symbolic-Cultural Nation.

UN under-secretary-general for global communications, Melissa Fleming, welcomed the club’s representatives – with Flamengo communications director, Flávia da Justa representing Flamengo – at the General Assembly Hall in a meeting that formalised Flamengo’s closer ties with the UN through its adhesion to the Football for the Goals program. As a Nation has the power to mobilise and inspire people, but also carries responsibilities, Zico presented a book compiling the club’s initiatives related to the United Nations Sustainable Development Goals (SDGs) and was honoured as the first Brazilian to receive the title of Champion of the Program.

“Receiving this recognition as a Champion of Football for the SDGs is a great honour. Football has always had the power to unite and inspire people. If we can use that strength to help build a fairer world, with more opportunities and respect, then it’s already worth it,” Zico commented.

“Flamengo understands its fan base as a central asset in brand building, but also as a force capable of generating real impact in society. Being at the UN today, formalising our adhesion to Football for the Goals, is a recognition of Flamengo’s scale and responsibility. The club already develops initiatives aligned with these principles and, from now on, expands its role by connecting to a global agenda,” added Flávia da Justa.

One of Flamgo’s large-scale activations engaged players and fans in a collective and symbolic gesture at Maracanã Stadium, where athletes and supporters simultaneously performed the anti-racism protocol gesture – arms crossed in an “X”. Fighting racism is the 18th SDG.

“There’s no one better than Zico to represent this moment. Seeing him being received at the UN in this way, just like heads of state are, is the crowning achievement of a journey that makes us very proud,” commented Rodrigo Almeida, CCO of Artplan.

Cover image l-r: Flávia da Justa, Zico and Melissa Fleming