The debut of Brazil in the World Cup, at 4 pm this Thursday (24), against Serbia, will make the World Cup finally win the face-to-face environment on Brazilian soil. After four days in which the brands bet on conversations in the digital environment with the fans, the first game of the selection marks the migration of these actions to the face-to-face mode.
Sponsor of the national team and the World Cup, Ambev is the company that will invest the most in activations. In partnership with FIFA, it will be open to the public, for the first time, this Thursday (24), the Arena Brahma Fifa Fan Festival, a space with a capacity of up to 20,000 people in Vale do Anhangabaú, in São Paulo, and on Copacabana Beach, in Rio de Janeiro🇧🇷
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The Fan Festival is Brahma’s biggest bet to increase sales related to a World Cup that takes place at an unusual time, close to summer in Brazil. The space will open on the days of the national team’s games and, later, on the knockout games that have the presence of the national team until the grand final, on December 18th.
Team sponsors extol national team
The first game of the Brazilian team will also make sponsoring brands only for the selection use the match to get closer to the final public. Vivo, for example, installed a panel on a clock on the busy Avenida Paulista, in São Paulo, which will have interaction with the Canarinho Pistola🇧🇷 The national team’s mascot will react according to the game’s bids.
“We bet on one more action with an impact on the external media to increase our proximity to the public and strengthen the crowd in search of the dream of the sixth round”, said Marina Daineze, director of brand and communication at Vivo.
Another brand that decided to create a proximity action with the fans was Mastercard. The supporter of the national team will open, this Thursday (24), the “Espaço Seleça”, an environment where the fan pays a ticket to live an experience provided by the credit card brand🇧🇷
“Soccer is one of the passions of Brazilians, and our purpose as a brand is to connect consumers with what makes their hearts beat faster. We are going to celebrate football and this passion, creating encounters in moments that are priceless”, said Sarah Buchwitz, vice president of communication and marketing at Mastercard Brasil.
Non-sponsors adopt closed parties
The Brazilian premiere also led to the proliferation of closed events in various places in the country. Without the official stamps of the Brazilian Football Confederation (CBF) or FIFA, they have become an alternative to brands that have no relationship with the Cup or the national team.
Who appropriated these parties was iFood. The delivery company names the Brazilian Arenaat Ibirapuera Park, in São Paulo, and presents the Village Betanoin Rio de Janeiro.
“iFood decided to sponsor the thousands of fans we have in the country. At these times, it is essential to provide experiences that genuinely connect fans with our brand. The events we are sponsoring are dedicated to the Brazilian fans and unite football, music and food, bringing a combination of three great national passions”, explained, in a note, Ana Gabriela Lopes, iFood marketing director.
The expectation, both from the brands and the organizers, is that, from the debut of the Brazilian team, the World Cup will finally gain the face-to-face environment for the fans as well.