To celebrate the World Cup, Sesc decided to offer a diverse and free program at its units in the state of São Paulo, all related to the football universe. Called Sesc na Copa, the program includes sporting experiences, classes, debates, exhibitions, meetings with experts and broadcasts of World Cup matches, such as the one held this Thursday afternoon (11) at Sesc Pompeia, in the west zone of the capital of São Paulo. "We want people to consume sport in a more balanced way, which has content and more knowledge about the sport. We want to expand the sporting culture not only about the games, but also about our idols, our achievements, our defeats, talking a little about all these stories and, in some way, getting more people to join this sporting environment, whether playing or consuming sporting content", said the technical advisor for the Sports Management at Sesc São Paulo Mário Augusto Silveira. Related news: Government defines opening hours for Brazil's World Cup games. In an interview with Agência Brasil, he said that Sesc's World Cup program was divided into three thematic axes, with the first of them dealing with football as a social language and a symbolic manifestation. "The first area is Culture, Memory and Grandstands, which talks a little about this relationship of the great teams that passed and played in a World Cup. When we talk about memory, it's not just the memory of the winners, because it's very easy to talk about the five cups that we won, but also about how many people and characters we left behind who didn't win a World Cup", said Silveira. Sesc units in SP make special programming for the World Cup - Photo: Elaine Patricia Cruz/Agência Brasil The second axis talks about gender, highlighting experiences that challenge traditional standards. The third axis invites the public to experience the sport in practice. "The second part, we're going to talk a little about diversity in sport. So, it's a way of valuing and somehow guaranteeing a space for other masculinities to take part in this sport. And the third part of Sesc in the World Cup is the practical part. We're going to have sports festivals, games. It's Sesc in practice", explained Silveira. The program is quite diverse. Sesc 24 de Maio, for example, located in the center of São Paulo, will broadcast two games of the Brazilian team in the first phase of the World Cup: Brazil x Morocco, on June 13th, and Brazil x Scotland, on June 24th. The broadcasts will feature narration, commentator and DJ for both Brazilian games and African team games. There will also be broadcast of some games at Sesc Pinheiros. In addition, some Sesc units will also promote voiceover courses, cinema, interventions, football tournaments and even a chat with former players Fran Alves and Roseli de Belo, who will talk about expectations for the next Women's Football World Cup in Brazil. "We have 44 units [in the state] and each one of them pulls this profile and develops their programs. There are more than 200 programs that will take place in the units during this period", said the Sesc technical advisor. Sesc at Copa Sesc offers diverse and free programming, all related to the football universe - Photo: Elaine Patricia Cruz/Agência Brasil Sesc Pompeia On the afternoon of this Thursday (11), Agência Brasil's report was at the Sesc Pompeia unit to follow the broadcast of the opening ceremony of the World Cup and also the first game of the World Cup, between the teams of Mexico and South Africa. Although the space was not crowded, many people decided to go there to watch the broadcasts. This was the case, for example, of the 79-year-old musician Bonfim. A regular at Sesc, he decided to take the opportunity to extend his stay at the Pompeia unit to attend the opening ceremony. "I live nearby and go to the gym here [at Sesc]. And I also come here for lunch. I like Sesc. And today I came to watch the opening of the World Cup." Bonfim said he intends to return to Sesc Pompeia to watch other World Cup games. And he will be rooting hard for the Brazilian team to be champions. "Look, I hope she reaches the final, right? She's a little discredited, with different players. But I believe we're going to be champions." Special programming for the World Cup at Sesc units in São Paulo - Photo: Elaine Patricia Cruz/Agência Brasil Retiree Bárbara Clara, 67 years old, went to Sesc Pompéia ready to support Brazil. Wearing a shirt in the colors of Brazil and a green and yellow tiara, she sat in the mini-stand set up at the Sesc Pompeia Galpão to watch the opening ceremony. "Ah, it's really cool [to cheer here], more fun than [watching] alone, right? You can cheer everyone together," she said. Bárbara praised the opening of the World Cup and the presence of local culture at the ceremony. And he said he will be rooting for Brazil to win their sixth title. "I do physical activity here too. So, I'm going to take the opportunity to stay here. I come early and stay here", he said. Someone who also took advantage of a quick break from work to watch the opening of the World Cup was Sesc employee Laura Rocha. "We were waiting for the opening of this space [at Sesc Pompeia] with great anxiety because it is a very special project. And then I stopped by to see it here." "I thought the opening of the World Cup was really cool, I thought it was really beautiful. There were the costumes, the change of artists. I think it's really beautiful when there's this appreciation of regional culture," she said. The complete Sesc schedule for the World Cup can be found here.