Football game broadcasts are considered entertainment. But when this entertainment doesn't promote gender equality, the brands that sponsor have to do something about it. The usual rivals River Plate and Boca Juniors women team were playing for the first time in the history of professional women's soccer, on a Tuesday at 3:00 PM, a slot with very little audience . After posting a tweet exposing the problem we bought 2 hours of programming on all TNT sports signals to broadcast the women's super classic . When? That same Tuesday from 9:00 to 11:00 PM then all fans could enjoy.

Quilmes is the most iconic beer in Argentina and has a really strong standpoint about football and how this passion impacts society and culture.

Women's football is booming, but not a profession that complies with regulations and provides stability and visibility to players. in 2019 that women's football was professionalized in Argentina.

The first game in the history of professional women's football in Argentina was the derby between Boca Juniors and River Plate, but to everyone's surprise, it was scheduled on a Tuesday at 3pm. then, no one could watch it.

All derbies should be played at a time when everyone can watch it.

Our first step was to expose the topic and our perspective in social networks: "any Superclásico should be played at a time where everyone can see it". But our community did not respond as we expected, they didn’t support us, they reacted with sexist comments. And, as mentioned before, these attitudes are something that we reject. So, we decided to go further. In addition to putting the issue on everyone's lips, we sought to take this to a higher level. We changed our media investment from men's football to women's, and we bought 2 hours on TNT Sports to rebroadcast the game at the same time that any derby would do, a Tuesday at 9pm.

The strategy was to expose our point of view and react in real time. As a main sponsor of both teams, we decided that it was our duty to highlight this problem.

We used the male’s football budget for buying to hours in TNT sports and re broadcast feminine superclásico at 9PM.

Letting all Argentinean people enjoy a such importan match.

Thanks to the action of broadcasting the game, we not only reinforced Quilmes support for Argentine football, but we also managed to expose our point of view on the context of women's football and bring it to a concrete fact. We understand that the results and the success of the action are entirely for women's football.

We achieve that the first women's professional football match in argentine history went from having 40.000 spectators to 420.000.

After these, TNT rebroadcasted the most important matches of these category in order to give female sports the visibility it deserves.

Also we achieve 5M earned Media and 14M impressions.