Benfica marketing is criticized for robbery video with black athlete after insults to Vinicius Junior

Portuguese club Benfica faces an intense wave of negative repercussions on social media and in the international press after the launch of a controversial advertising campaign. The marketing piece, which features striker The temporal coincidence between the events generated heated debates about the lack of sensitivity and timing of the institution’s promotional actions.

Inspiration from the series Lupin and public reaction

The visual communication strategy was based on the popular series “Lupin”, by Netflix, where the protagonist uses disguises and cunning to carry out robberies. In the official video, Lukebakio appears dressed as a cleaning employee to access a restricted storage room and take a box with the team’s new shirts. Embora the caption of the publication tried to convey a humorous and light tone, the association of a black man with the commission of a crime, precisely in the heat of racial discussions involving the club, was widely condemned by fans and activists.

Internet users immediately questioned the marketing department’s creativity and judgment in casting a black player in this specific role, suggesting a disconnect with social reality and the current context. Enquanto some defended the cultural reference to the streaming series, most criticism pointed to the insensitivity of promoting such a narrative while the team was already under scrutiny for allegations of racial bias on the field.

Reporting racism in the Liga of the Campeões

The crisis scenario was worsened by the incident that occurred during the recent confrontation against Real Madrid, valid for the group stage of Liga of Campeões, in Estádio of Luz. Argentine player Gianluca Prestianni, a young promise from Benfica, was formally accused of directing racist insults at Vinicius Junior. The Brazilian striker, who has become a global symbol in the fight against discrimination in sport, reported what happened to the referee and reported the facts to the press shortly after the final whistle.

Uefa confirmed the opening of disciplinary proceedings to investigate the conduct of Prestianni, who denies using derogatory terms. Real Madrid issued an official statement demanding rigorous investigations and exemplary punishments if offenses are proven. The Portuguese government, through its anti-discrimination bodies, is also following the case closely, increasing pressure on the Lisbon club’s board of directors to take concrete and transparent measures.

Impact on image and crisis management

Despite the seriousness of the accusations and the negative repercussion of the promotional video, Benfica kept the campaign on air and avoided direct comments about the connection between the two episodes. Especialistas in sports image management assess that the club failed to realize the reputational risk of launching the advertising piece at this specific time. The lack of a formal apology or removal of the content suggests, for many analysts, an attempt to normalize the situation or a failure in internal communication between departments.

The episode reignites broader discussions about representation and racial literacy within the great institutions of European football. Organizações who monitor discrimination in sport reinforce that incidents like this highlight the urgent need for specialized training and consultancy to prevent marketing actions from reinforcing harmful stereotypes or minimizing the severity of structural racism.