A few days before the start of the first round of Roland-Garros, Stella Pure Gold announces its newest ambassador, tennis star, Bia Haddad Maia. The brand is also debuting as the official beer of the French Grand Slam in which the tennis player made history, becoming the first Brazilian to reach the semifinals of the tournament since 1968 and enter the top ten of the Women’s Tennis Association (WTA).
The news marks a special moment for Stella Pure Gold, which, after success in São Paulo, Rio de Janeiro and Minas Gerais, is arriving in all states in Brazil. Furthermore, they kick off the ‘Here’s to the best of tennis’ campaign, developed by the creative agency Soko, which celebrates the connections provided by sport and deconstructs the idea that, as it is an individual practice, it is solitary.
Therefore, for the brand, the partnership with the athlete could not make more sense.
“Stella has always celebrated connections and good times. Now, we are looking at how tennis favors these special encounters and Bia is someone who genuinely values this as much as we do. She sees sport the way we see it”, says Stella Artois Marketing Director, Mariana Porto.
Stella Artois has been investing in strengthening its presence in tennis. Last year, it resumed its sponsorship of the oldest tennis tournament in the world, Wimbledon, after the partnership between 2014 and 2021. In addition, it was present in several competitions inside and outside Brazil. Now, it’s Pure Gold’s turn to leave its mark on this universe.
“I believe that connections end up being as important as going to the court to practice serves and returns. Even if I’m alone on the court at game time, it’s impossible to reach the top without a team behind me. It’s very special to join Stella Pure Gold to draw attention to this and toast tennis and its unique moments”, reveals Bia.
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