Transforming numbers into narratives that move. Here, every game matters.
Brazil is a grandstand without borders. It is the goal seen from the sidewalk, the shout that crosses the street, the passionate analysis at the bar table. Each match is emotion, but it is also logic. It is excitement and it is data. It is the dribble that sends chills and the statistic that explains. In the FIFA Club World Cup 2025, Sofascore entered the field with a bold invitation: to turn every fan into an analyst and show Brazilians that in the Club World Cup, every game matters.
With four Brazilian clubs in the competition, three of them from Rio de Janeiro and one from São Paulo, Brazil was a protagonist. But there was a challenge: it was necessary to create a campaign that amplified the brand's relevance without using the official assets of the championship. The game was clear: how to turn limitation into power? How to translate the depth of the application's data into a cultural, exciting, and accessible narrative for millions of fans?
THE CHALLENGE: TURNING THE LACK OF RIGHTS INTO A CREATIVE ASSET
With four Brazilian clubs in the competition, three of them from Rio de Janeiro and one from São Paulo, Brazil was a protagonist. But there was a challenge: it was necessary to create a campaign that amplified the brand's relevance without using the official assets of the championship. The game was clear: how to turn limitation into power? How to translate the depth of the application's data into a cultural, exciting, and accessible narrative for millions of fans?
NUMBERS THAT BECAME NARRATIVES
We embraced the essence of the brand: data as emotion. The campaign followed the tournament with its own visual language, in 6 days of capturing that recorded reactions from fans, stadiums, and icons of Rio, integrating elements of the application. A manifesto video narrated by Bruno Cantarelli brought authenticity and connection, combining emotion and information with data.
DO ATERRO AO MONUMENTAL
Estruturamos a campanha como uma jornada de três capítulos, cada um em um ponto simbólico da cidade e com protagonistas conectados a diferentes públicos:
A DIRECT CONVERSATION WITH FANS
The Official Fan Zone of the FIFA Club World Cup, held in Copacabana, was the largest event of the competition in the world, bringing together more than 110,000 people throughout the tournament.
Within this environment, Sofascore was present in the VIP area, where a brand sofa invited fans to download the app in exchange for exclusive gifts. Meanwhile, influencers amplified the campaign on social media, connecting the event to the digital environment. All to show that every statistic is a memory, every number is an argument, and every game matters.
PAU FERRO
Cenário para um circuito de habilidades inspirado em jogadas icônicas de Messi, apresentado por Paula Jubé. Ali, 15 atletas disputaram 3 vagas para a grande final.
LAGOA RODRIGO DE FREITAS
O Jogo Monumental: um espetáculo de encerramento com quadra personalizada em azul, iluminação especial, drones e uma cerimônia de abertura com pórtico oficial e chuva de confete. Diego Ribas e Denílson comandaram as equipes, em uma partida narrada por Bruno Cantarelli e amplificada nas redes por Pedro Certezas.
Cada fase da jornada foi desenhada para traduzir a essência da coleção: resiliência, entrega e presença, além de integrar diferentes produtos Stanley no dia a dia dos atletas, criadores e fãs de futebol.
MAIS QUE UM JOGO, UM MANIFESTO.
A campanha gerou impacto direto nos jovens participantes das ativações presenciais e em milhares de torcedores conectados através do conteúdo digital. Mais do que um lançamento de coleção, a Stanley construiu um manifesto sobre resistência e paixão, colocando-se ao lado de quem vive e respira o futebol.
O resultado consolidou a Stanley Messi Striker Blue como uma linha inspiradora, que une hidratação, design premium e o legado de Messi. Uma trajetória que começou cedo nos campos de várzea cariocas e terminou tarde sob os refletores da cidade, posicionando Stanley como parceira oficial de quem joga e torce sem limites.
