In partnership with Eletromidia, the brand will show the game played between Barcelona and Woldsburg on OOH screens
Heineken, official sponsor of the UEFA Women’s Champions League competitions for the 17th consecutive year, announced an action with Eletromidia for the final broadcast of the competition in malls in So Paulo, Porto Alegre and Curitiba.
The game, played between Barcelona and Woldsburg, will be broadcast on large Out-Of-Home screens and the action is part of the global campaign “A toast to all fans. Men included”, created by Publicis Italy | Le Pub with the aim of showing the strength of the female fans and providing more visibility for the UEFA Women’s Champions League matches.
Taking the UEFA Women’s Champions League final to public places is a very important step for us. As sponsors of the competition, we are committed to giving visibility to women’s football and supporting the breaking of gender stereotypes in the sport. With the action in shopping malls, we opened up the possibility for an even larger audience to be impacted by the game, expanding access and information about women’s football, said Beatrice Jordo, senior marketing manager for Heineken in Brazil.
During the final, the Ptio Batel malls in Curitiba, Eldorado malls in So Paulo and Iguatemi malls in Porto Alegre will feature interactive dynamics during halftime and brand action throughout the game, with a presentation of the official Heineken campaign and special football quizzes. The questions can be answered by all the people who are in the place and by the brand’s followers on social networks.
The broadcast will be open to the public and, in addition to the space’s consumers, influencers who are partners with the brand will also participate.
We are very happy to be part of this unprecedented action, in partnership with Heineken, and to inspire our audience to connect with women’s football. Eletromidia is committed to participating in relevant conversations in our society and our goal is to reinforce this importance through our outreach. We want to provide a differentiated and positive interaction in the urban environment that makes our audience experience and support gender equality, also in football, added Lucio Schneider, CMO of Eletromidia.
