The provocative tone adopted on Flamengo’s social media this season has caused discomfort among players. According to UOL’s investigation, although some publications showed great engagement from the fans, there were criticisms, demands and even expressions of dissatisfaction from cast leaders.
The communication strategy, aimed at provoking rivals and generating repercussions, ended up being seen by athletes as a factor that diverts the team’s focus and creates unnecessary friction. Also according to UOL, some players believe that the club’s profile should adopt a more institutional stance.
In the promotional art for the game against Botafogo, this Wednesday (15), striker Bruno Henrique was placed alongside former player Souza “Caveirão”. The post ended up being seen by many fans as a new provocation to the rival.
Both Bruno Henrique and Souza are remembered for having celebrated goals against Botafogo with the “chororô”, an irony created by red and black fans in the 2000s, after the black and white team complained about the refereeing in the 2008 Guanabara Cup final.
🇧🇷 @brasileirao
🆚 Botafogo
🏟️ Nilton Santos#NextGame pic.twitter.com/aSJ0H0qUWU— Flamengo (@Flamengo) October 14, 2025
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What are Flamengo’s provocative publications?
Recently, the trigger occurred after posts directed at Estudiantes, after Flamengo’s classification in the Libertadores. The publications, which were intended to celebrate the advancement, were seen by the cast as disrespectful. Some players considered the tone “childish” and “out of context”.
Disclosure
Furthermore, Flamengo’s profile also took a dig at Vasco, after the rival published a phrase associated with Rubro-Negro. The provocation would have generated even more discomfort.
💢 IT’S VASCO DAY FOR THE BRAZILIAN CUP! 💢
BY US. FOR OURSELVES. BY VASCO.
TOGETHER WE ARE STRONGER! 💢#Vascodagama pic.twitter.com/VfcYBLbFlL
— Vasco da Gama (@VascodaGama) September 11, 2025
I don’t know if you noticed, but there’s someone who wants to be me lol
— Flamengo (@Flamengo) September 11, 2025
According to reports, internal reactions were immediate, with conversations between players and board members to discuss the limits of the club’s communication on social media. Bruno Henrique and Danilo would have been some of those who showed the most discomfort with the content of the provocations.
Rubro-Negro’s leaders defend more balanced communication, without directly provoking rivals. The understanding is that the club must avoid getting involved in situations that could generate negative interpretations.
Why did the tone of Flamengo’s publications change?
The change in Flamengo’s editorial line became reality with the arrival of Luiz Eduardo Baptista as president. Since taking on the role in January, Bap has overhauled the club’s Communications department.
Two collaborators are responsible for creating and publishing specific content about football, in addition to proposing new ideas for posts. Meanwhile, Football Communication’s activities are limited to meeting demands for interviews and recording materials.
For this reason, many publications end up not being directly evaluated at Ninho do Urubu, where the players are present daily, which sometimes creates discomfort within the squad.
According to the report published by journalist Bruno Braz, the Rio club has not yet taken a position on the matter.
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