Brands take advantage of the Brazilian team’s debut at the World Cup to activate sponsorship – Copa 2022

Canarinho Pistola and Vini Jr. participate in a Vivo video – Playback/Instagram @vivo

The sponsors of Brazilian Team took advantage of the debut of coach Tite’s team in the Qatar World Cup 2022, against Serbia, to carry out activations through social networks. Actions ranged from sending good luck to the national team to using the Canarinho Pistola mascot and company ambassadors among the squad competing in the FIFA World Cup.

See below how the brands promoted Brazil’s debut game, which beat Serbia 2-0 in the first step in the quest for the sixth world championship.


THE Brahma took advantage of the game to highlight the Arena Brahma Fifa Fan Festival, a festive space set up in Vale do Anhangabaú, in São Paulo, and on Copacabana beach, in Rio de Janeiro. It is the first time that FIFA has organized its Fan Festival outside the host country of the World Cup.

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Brahma highlighted Arena Brahma, a festive space in São Paulo and Rio – Reproduction/Instagram @brahmacerveja

Guarana Antarctica

O Guarana Antarctica took a different action: he put his social networks to be managed by the Movimento Verde Amarelo, the official supporters of the Brazilian team in all types of competitions. The action is part of the brand’s strategy during the World Cup to also be a sponsor of the fans for Brazil.


O Itau monitored the Brazilian fans in real time on Twitter. On Instagram, he used a video with the classic “Show your strength, Brazil”, a kind of anthem for the Brazilian fans, created for the 2014 World Cup, which was already used by the bank, with new versions of the song, in the 2018 World Cups, in Russia, and now, in 2022, in Qatar.


THE Alive used the image of Vini Jr., its main ambassador at the World Cup, to post a video in which the Real Madrid striker is “blessed” by Canarinho Pistola. The mascot appeared in the brand’s stories celebrating Richarlison’s goal.


THE Cimed, which launched an action with the wives of five players from the Brazilian national team, used their image to activate sponsorship on their social networks. The brand posted a campaign with its line of vitamins and showed the wives going to the stadium to see the debut of Brazil.

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Ana Maria Casemiro, wife of the steering wheel of the Brazilian national team, in a Cimed story – Reproduction/Instagram @cimed


THE rappi used the Instagram story to call RappiPrime customers to watch the Brazilian team’s game at Rappi House. The interactive space, created by the sponsor of the Brazilian team in São Paulo, was inaugurated with the transmission of the debut of the Brazilian team. The space will operate until December 18, the date of the World Cup final.

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Rappi highlighted the space created by the company for customers to watch the Brazilian games – Reproduction/Instagram @rappibrasil

Zé Delivery

O Zé Delivery was another sponsor who followed in real time on Twitter during the match. Among the posts, the brand recalled an action it took with Vini Jr., one of the highlights of the selection against Serbia.

In advertising, Zé Delivery highlighted that whenever Brazil was world champion there was a Zé on the field. And, in the current Brazilian team, the company highlighted that the Real Madrid star is actually called Vinicius José Paixão de Oliveira Junior.


Budweiser, which is not sponsoring the Brazilian team, but the World Cup, used the image of Neymar, brand ambassador, to send a message of good luck to the Brazilian, who left the field injured shortly after Richarlison’s goal.

Budweiser posted a good luck message to Neymar – Reproduction/Instagram @budweiser_br

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