The idea stems from a problem that affects all the fans of the Quilmes club, of which the brand is not only an official sponsor but also shares the neighborhood, the people and the culture. The decline of the club was lived with great anguish, and the team needed support, more than ever. That is why from Quilmes beer we decided to bet on what unites us, what we love so much as "Quilmeños", football. And turn the brand into a sponsor for life, supporting it through thick and thin. Inspiring fans to always support.

Quilmes is the most iconic Argentinean beer and supports Argentina's greatest passion: football. In 2019, Quilmes Athletic Club football team was in relegation. Quilmes is a club that was born in 1887, almost at the same time as Cervecería and Maltería Quilmes (1890).

We understood that the relegation is one of the worst moments for a club and a fan, is when they need the support more than ever, and when the sponsors begin to stop giving their support and break with contracts.

So, as a brand that supports soccer and shares the same DNA as the Quilmes Club, we decided to make a lifetime contract with them. This is how Quilmes became not only a fan, but the eternal sponsor of Quilmes Athletic Club. The best outcome was that one week after signing the contract, Quilmes Club saved itself from relegation.

Given this difficult context, we felt that it was time to support the club regardless of the result.

The moment in which Quilmes Beer had to take its commitment to the city and the club to a much more concrete action.

From this, with six days remaining until the game that defined the future of the team, Quilmes Beer decided to extend its contract and become a sponsor for life of Quilmes Club, being the first brand in the history of the world to sign an eternal sponsoring contract with a club.

The channels that were chosen to develop the contract were digital media of Quilmes Fútbol Club and Quilmes Beer and also external media such as the social media of Quilmes Club, and a public road circuit in the city of Quilmes near the field.

The strategy of the idea was based on the brand's strategy in relation to the support and support of Argentine soccer and, likewise, leveraged from its 130-year-old commitment to the city of Quilmes and the entire community that surrounds it. factory.

It is a priority for the brand to be in contact with the people who reside in the city since they are part of the culture and history of the Quilmes Brewery and Malt plant.

For this reason, before the news of the decline, we decided to act in record time, seeking to generate a real impact on people.

We developed a contract in record time, drawn up in conjunction with the Club, in which it is determined that Quilmes Cerveza is a lifetime sponsor of the Quilmes Club, being the first brand to sign an eternal sponsorship contract with a club.

The channels that were chosen to develop it were, on the one hand, the digital media of Quilmes Fútbol and Cerveza Quilmes and also external media such as the social profiles of Quilmes Club, and in a public road circuit in the city of Quilmes near the field.

The decision to make Quilmes beer a lifetime sponsor of the Quilmes club.

the action: after 130 years of history in the city, to continue reaffirming the commitment to the Quilmes community through concrete actions.

Although the action was focused on reaching the Quilmes community, it transcended the local media and became relevant at the national level, becoming news and being reported by the main media in the country, including Olé, La Nación, Clarín, TyC Sports, Infobae and Pagina 12.

This allowed us to widely exceed the planned coverage, having a reach of + 4M people, 15M Impressions and 1M earned media.

Reaching an organic ER of 17.5% (organic benchmark of 3,3%).