As the official sponsor of Flamengo's soccer team since October 1st, ALE is developing several fan engagement initiatives. More than just branding the Sacred Mantle, the company has been engaging in what marketing calls sponsorship activation. These promotional initiatives include distributing giveaways at Flamengo games, which occurred during matches against Fluminense and São Paulo, both at Maracanã, and also in Salvador, where Andrade's team faced Vitória. Fans received stickers, inflatable sticks, at stadium entrances with the message "D'ALE MENGÃO."

ALE has been implementing digital marketing initiatives. Following Flamengo's example, the company launched a hotsite to promote the sponsorship. One of the page's attractions is the gigapanoramic photos of the stadium. With over a million megapixels, the images allow for incredible close-ups and the discovery of each of the faces that witnessed the moment. The first photo is at http://www2.ale.com.br/dale-mengao/index.jsp. The initiative is also planned for the Botafogo vs. Flamengo and Flamengo vs. Santos games.

ALE also intends to extensively publicize the action on social media with several promotions involving the photos.

Guerrilla marketing campaigns and the distribution of club-related gifts at some gas stations are planned.

The sponsorship commitment runs until December 31st of this year. The contract is worth 3,5 million for a three-month period. During the contract signing, the company and the club announced that they were in talks with a view to signing a contract for 2010.