HOW IT ALL CAME TOGETHER
Effect Sport was responsible for the project from start to finish: from the arena design and music curation to the negotiation of sponsorships and media partnerships, all the way to the complete operation on Brazil's match days. One of the main challenges was the change of venue during the planning phase; moving from inside the stadium to the Mercado Pago Hall required repositioning the entire narrative of the event, which shifted to being anchored in the meeting of football and samba, rather than the experience on the pitch.
AN EXPERIENCE TRANSLATED INTO NUMBERS
BETANO LOUNGE AND EFFECT SPORT LOUNGE
The Fan Fest VIP areas welcomed more than 1,800 guests, including partners, clients, and influencers, with open bar and open food services. The space combined comfort, networking, and entertainment, in addition to brand activations, relaxing massages, and the distribution of exclusive gifts.
BETANO
As the title sponsor, Betano presented a booth featuring target-shooting challenges, a predictions board, and activities inspired by the brand's odds. On stage, they hosted the Betano Quiz, Fan Cam, and interactive games with giant balls and an inflatable goal, in addition to giving away custom merchandise to the fans.
The Futebol & Samba Festival was also sponsored by Estácio | Yduqs Institute, Jack Daniel's, American Pistachios, TMC, Lance!, JET Brasil, São Paulo Metro, and Sympla, enhancing the public's experience at the event.
The Festival's experience and impact went far beyond the arena. With an integrated communication strategy, we expanded the Festival's reach in the press and on social media, bringing the energy and excitement of the Brazilian fans to millions of people.
