This award-winning campaign from Colombia has gained fresh traction on social media over the past 24 hours and is worth sharing again as an example of just how strong imaginative sponsorship can be.

In 2019 the Colombian Women’s football league was heading towards being cancelled. Poor attendance, lack of media attention and little apparent interest were all conspiring together to make people look the other way.

Until the Colombian beer brand, Aguila stepped in with advertising agency Leo Burnett to do something a little different.

The results were dramatic, the two-minute video clip below was part of a submission to an awards judging and so shows the problem, the resolution and how change was effected for Women’s football.

Never let anyone say that what happens in sponsorship has only limited bearing on what happens in sport.




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