CONMEBOL Libertadores is the biggest football championship in Latin America. But while men’s games are broadcasted for free on open TV, women’s Libertadores is restricted to pay-TV and a few streaming services. In a country with social inequality such as Brazil, a big percentage of the population can't afford to pay for streaming services and that's one of the main reasons women's football didn't have as much visibility. Our objective was to democratize access to the broadcast of the games, allowing everyone to tune in and follow the championship, increasing the visibility and audience of women's football. So that, in the future, the investment in the sport will also increase.
Amstel partnered with Canal GOAT, a Brazilian Twitch channel focused on football, to broadcast all the games live and entirely for free. To announce this unprecedented feat, we had to catch everyone's attention. So Amstel released a statement on the biggest TV channel in Brazil, interrupting the programming during prime time.
Then, we spread the campaign across all mediums. On social media, we posted daily content about the upcoming games and following results. On our website, a game table was updated in real time, full time. We called in a dream-team of influencers, mostly women, to spread the message with their fans. And we took to the streets with OOH.
The result was a huge win for women’s football.
7.3MM total views
2.4MM unique viewers
1.5MM hours viewed
79MM total impressions
And to top it off, women's Libertadores set a new audience record for Canal Goat that belonged to a Neymar's game. Yup, we beat Neymar.
But the biggest result was to prove that, once it was easy to watch women's football, records were broken and prejudices shattered.
