Paulisto 2024 announced the Bis as a new sponsor. In an unprecedented collaboration, the brand promises to innovate game broadcasts with an exclusive VAR activation, dubbed ‘BISbilhotando’.
The initiative is part of a partnership between São Paulo Football Federation (FPF) and the LiveMode and consists of transforming the totem in the VAR booth into a giant replica of the iconic Bis packaging, including the pun ‘BISbilhotando’.
We are happy to have Bis as a sponsor of Paulisto Sicredi 2024. This partnership reflects the innovative spirit of the championship and our commitment to offering a creative platform for brands to develop memorable cases. This helps to show how Paulisto is the perfect place for innovation and fan engagement, said Bernardo Itri, vice-president of Communication and Marketing at the São Paulo Football Federation.
This action, inspired by the successful MorumBIS campaign, which plays with puns involving the brand, began to be presented at Paulisto matches over the weekend and will be in all upcoming championship games, promising to add an extra layer of engagement and different for fans.
We are excited to be part of Paulisto Sicredi and have BISbilhotando as an innovative way of interacting with the public. This action reflects our desire to create unique connections with football fans, offering experiences that go beyond the field, commented lvaro Garcia, CMO of Mondelez.
* With information from MKT Esportivo/ Cover photo: Divulgao/Bis
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