CONMEBOL Libertadores is the biggest football championship in Latin America and Amstel has been its official sponsor since 2017. But while men’s games are broadcasted for free on open TV, women’s Libertadores is restricted to pay-TV and a few streaming services. Even in a country such as Brazil, where football has enormous cultural relevance, women’s football remains on the sidelines, ignored by major media players. In face of this challenging scenario, Amstel decided to step in and democratize access to women's CONMEBOL Libertadores.

Amstel partnered with Canal GOAT, a Brazilian Twitch channel, to broadcast all the 32 games live and for free. But just airing the games wasn’t enough, people had to know about it. In order to grab everyone’s attention, Amstel released a statement on the biggest TV channel in Brazil during prime time. On social media, we posted daily content about the upcoming games and following results. We also called in a dream-team of influencers, mostly women, to spread the message with their fans. On our website, a game table was updated in real time. And we even took to the streets with OOH media and radio insertions.

Every single Brazilian has some sort of connection with football. Almost 80% of the country's population supports a football team. That's why Amstel believes that the space for women's football to grow is limitless. Therefore, our target was all football fans, men and women. To impact the biggest number of people possible, Amstel released a statement on the most viewed TV channel in Brazil during prime time. We decided to use the TV statement format, commonly used in recall ads, to really grab the public's attention: so we literally interrupted the news broadcast. To support the campaign, we relied mainly on social media, specifically Instagram and Twitch. But we understood that not all football fans use social media, that's why we also had OOH and radio as important mediums for this campaign.

The first step in this idea was the unprecedented partnership between a beer brand, Amstel, and a Twitch channel, Canal Goat. With the go ahead from CONMEBOL, the owner of the championship, we got broadcasting rights for all the matches. But we still had to communicate this to the public in an impactful way, so Amstel released a statement on the biggest TV channel in Brazil during prime time. Then, we started posting daily content about the upcoming games and following results on Amstel’s Instagram. A dream-team of influencers, mostly women, spread the message with their fans. On our website, a game table was updated in real time during the whole championship. And we even took to the streets with OOH.

The result was a huge win for women’s football. The campaign had 7.2 million total views, 2.4 million unique viewers, 1.5 million hours streamed and 79 million total impressions. But that’s not all. Women’s Libertadores set a new audience record for Canal Goat, with 1.4 million viewers tuning in to watch the final match. A record that belonged to a Neymar’s game. We proved that the problem behind women's football lack of visibility wasn't the sport in itself, but the accessibility to it. This was a major change in everyone's perception of women's football.