Campaign for Copa América will be broadcast on open and paid TV, outdoor media and social networks
Betano, sponsor of Copa América 2024, launched a campaign with the motto “Trust”. The communication was created by Wieden+Kennedy SP and exalts the faith, optimism and boldness of football fans and players in the Americas.
The one-minute film brings a provocation saying that football in the Americas is not advanced, with ugly matches without stars showing scenes in countries that will have teams competing for the championship. To compose the statements, fans show that the haters know nothing about the game with emblematic images. The play is based on real speeches by foreign athletes and reporters who criticized or doubted the performance of Latin American teams.
“Any Latin American has felt offended by some nasty speech made by a sports commentator who doesn’t live football here. With this film we tried, in a light way, to show these people that while they doubt, we will always be confident” , explain Eddy Guimarães and Rogo Castro, group creative directors at Wieden+Kennedy SP.
The campaign will be released in Brazil, Argentina, Chile, Peru and Mexico until July 14th, the date of the Copa América final, and will feature a 360º strategy, including broadcasting on open and pay TV, outdoor, digital and social media. .
In addition to the Copa América, Betano sponsors several teams in Europe and South America, such as Benfica, Porto, Sporting (Portugal) and Universidad do Chile. In Brazil, it is the master sponsor of the Brasileirão Betano 2024, the Clube Atlético Mineiro (MG) and the Copa Betano do Brasil. In Argentina, the national championship has naming rights from the brand, Torneo Betano. The Euro Cup also has master sponsorship this year.
