When open TV snubbed Women’s Libertadores, Amstel and Canal Goat stepped in and
broadcasted the whole championship live and for free.
CONTEXT
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 remains on the sidelines, restricted to pay-tv and a few paid streaming services. How can women’s football have visibility when people don’t even have access to the broadcast?
broadcasted the whole championship live and for free.
CONTEXT
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 remains on the sidelines, restricted to pay-tv and a few paid streaming services. How can women’s football have visibility when people don’t even have access to the broadcast?
IDEA
As the official sponsor of both men’s and women’s Libertadores, Amstel decided to step in. In an unprecedented partnership, we teamed up with Canal Goat, a Brazilian Twitch channel, to broadcast all the 32 games live and for free.
EXECUTION
To announce it, Amstel took over all medias. First, we released a statement on the biggest TV channel in Brazil during prime time, interrupting the programming
As the official sponsor of both men’s and women’s Libertadores, Amstel decided to step in. In an unprecedented partnership, we teamed up with Canal Goat, a Brazilian Twitch channel, to broadcast all the 32 games live and for free.
EXECUTION
To announce it, Amstel took over all medias. First, we released a statement on the biggest TV channel in Brazil during prime time, interrupting the programming
On social media, we posted daily content about the upcoming games as well as following results, and dream-team of influencers helped to spread the message with their fans. On our website, a game table was updated in real time. On Canal Goat, Amstel had live insertions on every match. And we covered the streets and the stadiums with OOH
THE RESULTS?
A huge win for women’s football.
7.3 MM total view
2.4 MM unique viewers
1.5 MM hours viewed
79 MM total impressions
A huge win for women’s football.
7.3 MM total view
2.4 MM unique viewers
1.5 MM hours viewed
79 MM total impressions
And to top it off, we even beat Neymar.
