Every resident of Parintins is an avid – often fanatical – fan of either the red or blue team. Personal items people use reflect their chosen team’s color and excludes the other. This ardent color preference extends to soda drinks. Supporters of the Caprichosos team refused to buy Coca-Cola in traditional red cans until blue Coke signage emerged around the city. The bottler also introduced special edition red and blue cans in 2011. Coca-Cola is a major sponsor of the Festival do Boi Bumbá.