Created in partnership with DM9, the #EscondidasNuncaMais initiative includes a series of actions that value sport
With the kick at the opening of the Paulisto Feminino de Futebol, Centauro launched the Escondidas Não Mais platform to give more visibility to the sport played by women.
Created by DM9, the initiative includes a series of brand actions to support, highlight and promote more visibility for women’s football in Brazil.
Last Wednesday (10th), the brand took 25 influencers to follow the opening of the championship, which started in a match between So Paulo and Taubat. Directly from the Marcelo Portugal Gouva Stadium, in Cotia, the content creators revealed the details and backstage of the competition, in real time, to their respective audiences.
This project will be with us for the next three years, with the objective of helping to leverage and bring women’s football to an increasing number of people. We need to take the opportunity to go beyond broadcasts, contributing to the discussion and bringing important guidelines to the conversation circle about the modality, engaging fans, teams, sports entities, society and even other brands, highlighted Gustavo Milo Marasco, director of Centaur marketing.
In parallel with the agreement between the sports network and the Paulista Football Federation, which involves sponsoring and broadcasting the Campeonato Paulista Feminino for the years 2022, 2023 and 2024, the strategy also includes changing the time of the competition so that the match can be played. more accessible to the public.
To generate more audience and engagement, the partnership also provides access to broadcasting the matches for those who want to rebroadcast it, including football clubs and influencers.
The brand will also pay for the name of the players on the uniforms of all teams and the lighting of the stadiums in night games.
Women’s football in Brazil is hampered by a vicious circle where the lack of investment leads to a lack of visibility and vice versa, making the athletes of this modality still hidden in the country of football. Escondidas Não Mais is an ambitious project that seeks concrete actions in sport so that women in football are finally seen and celebrated as they deserve”, added Nina Lucato, executive creative director of DM9.
