Mumbai: Warner Music Brazil, a division of Warner Music International, and Sport Club Corinthians Paulista, one of Brazil’s popular soccer teams, have announced an innovative strategic partnership.

Warner Music Brazil will develop and distribute Corinthians-branded music and entertainment content across mobile, online and physical formats. As part of the agreement, a web and WAP destination offering a range of digital products will be accessible from 15 September via mobile network operators and a direct-to-consumer online portal.

Working closely with the club, Warner Music will create a wide variety of Corinthians products including ringtones, wallpapers, video tones and mobile games. Plans include transforming the official club anthem into full-length samba, pop and rock versions for CD and download. The partnership will also extend beyond music-based content, with a series of digital promotions and competitions such as a SMS-based search for "Miss Corinthians". Furthermore, the WAP and online site will offer audio and video content from across Warner Music Brazil’s repertoire.

Warner Music Brazil president Sergio Affonso said, "There are many opportunities to monetize the Corinthians’ brand and bring it to new levels of prominence through our marketing and distribution networks. By connecting Corinthians’ fan base with our extensive digital footprint, we are also opening up an exciting opportunity for our local and international artists to reach a vast new audience."

Corinthians vice president marketing Luis Paulo Rosemberg said, "We are very excited about this agreement. We are bringing together two Brazilian passions: music and soccer and we truly believe that this pioneering partnership in Brazil will bring great results for both companies."