The good phase of Palm trees It is not restricted to lawns. On the night of the 6th, the alviverde club, in partnership with End to End, hub of solutions and engagement for the sports market that connects fans to their passion, won the Hashtag Sports Awards in the Best Use of X (formerly Twitter) category. This is a historic milestone, as it is the first time that a club outside the United States has won the award, beating out major competitors such as the NBA, Stewart-Haas Racing, Minnesota Timberwolves, BetMGM, WSL and Colorado Rapids.
O case winner, called ‘Palmeiras Not Found’, was launched on October 12, 2022, on Children’s Day, in an action to raise awareness about child disappearance with support for the NGO Mães da Sé. In the campaign, Palmeiras deleted its profile on for 13 hours, causing a huge uproar among fans and the media. When the account was reactivated, the club’s president, Leila Pereira, explained the action in an impactful video, comparing the temporary absence of the account to the permanent pain of mothers who cannot find their children.
🎥 Remember what the award-winning Palmeiras Not Found campaign was like. pic.twitter.com/QxJ8nw7mqU
— Palmeiras Arquivo (@palmeirasarquiv) June 7, 2024
The award ceremony took place at Terminal 5, in New York, where Bruno Brum, partner and CMO at End to End, and Wagner Leitzke, Digital and BI Director at the agency, were present to receive the trophy.
“It is an immense pride for us to receive this award, making Palmeiras the first club in Latin America to win the Hashtag Sports Awards. Since our foundation, we have had the characteristic of thinking about actions that are out of the ordinary, with the aim of engaging fans through passion for the sport. When we manage to do this and still address a topic as important and relevant as the campaign, it gives us the feeling that we are always in alignment with the purpose of delivering real cases that can, in fact, connect the fan to their passion. I want to congratulate the entire team that was involved in the project from the beginning and thank our client, SE PALMEIRAS, and its Marketing executives for their trust and partnership. It’s a big milestone for all of us who make a living from sport”, celebrates Reginaldo Diniz, CEO of End to End.
The campaign reinforces Palmeiras’ commitment to social causes and the responsibility to use its platform to generate positive impact.
“More than a football club, Palmeiras is an organization committed to the challenge of positively impacting the sports industry and society as a whole. We are pleased with the international recognition that our campaign has been achieving and, mainly, for contributing to such an important cause, which is the disappearance of people in Brazil”, stated the president of Alviverde, Leila Pereira.
The Hashtag Sports Awards celebrates the best actions that engage the public in the world of sports. The event features more than 60 trophies distributed across 11 categories, including Brand and Partnership, Campaign and Marketing, Content, Design and Creativity, Fan Experience, Impact, Podcast, Social Media, Video, Special and General Achievement. Palmeiras competed in the Social Media category.
In addition to the winning campaign with Palmeiras, End to End was also a finalist with the case ‘Pelé in the Dictionary’, which officially entered the entry “Pelé” into the dictionary as a synonym for someone out of the ordinary. The agency, a Palmeiras partner since 2017, has already won more than 30 global awards for its innovative campaigns.
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