The Brahma beer brand has always had a strong connection with football. At the 2006 World Cup, the brand was the official sponsor of the Brazilian Team, and, as a creative strategy, it adopted the tag line 'Brahma – Olé!' This email is part of the Olé campaign and was created to show how the brand encourages the public to play football. The piece was sent to all of those registered on the Brahma site.