The initiative will start in the round of 16 of the competition and will feature actions in stadiums, TV and social media.
Amstel and the Observatory of Racial Discrimination in Football have teamed up to launch a movement against racism in Conmebol Libertadores games, called Noise Against Racism.
The initiative will start in the round of 16 of the competition and will call on fans, opinion makers, players, former athletes and influencers to speak out against racism in stadiums.
“We joined the Observatory of Racial Discrimination in Football with the aim of creating more and more dialogue on this topic and supporting this organization that shares our values and works to build a more inclusive and respectful football”, said Vanessa Brandão, director of marketing of the Mainstream brands of the Heineken Group in Brazil.
During the games, Amstel will use its advertising panels on the fields and geolocated ads to communicate in person during the upcoming matches of Corinthians, Palmeiras, Atlético-MG, Flamengo, Athletico-PR and Fortaleza.
To reach the audience that follows the matches at home, in bars or other environments, the brand prepared a sponsored insertion within the SBT broadcast.
On social media, the brand and the Observatory will be producing content for their proprietary channels and will have influencers, opinion makers, football pages and former athletes allied to the cause to spread the message against racial discrimination and spread the word about anti-racist manual developed by the organization.
“The partnership with Amstel will help us to dialogue, provide legal and psychological advice to victims. We want not only to denounce the cases but, above all, to create a network of support and reception for the victims”, added Marcello Carvalho, director of the Observatory of Racism in Football.
