Women's football is booming, but still, as in most countries of the world, there is a lot of work to make it a profession that complies with regulations and provides stability and visibility to players. In fact, it was only in 2019 that women's football was professionalized in Argentina.

Women's football is booming, but still, as in most countries of the world, there is a lot of work to make it a profession that complies with regulations and provides stability and visibility to players. In fact, it was only in 2019 that women's football was professionalized in Argentina.

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.

We noticed that the first game in history of professional women’s football in Argentina, was the “Superclásico” (Boca vs. River), but to everyone’s surprise, it was on a Tuesday at 3pm. That would never happen with male “Superclásico”. The reality was that people knew about the match, but nobody would be able to see it at that time. Under this scenario, Quilmes being the sponsor of both teams, decided to expose this situation publicly.

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 responsability of show the problematic.

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 placements of the campaign were the brand social media channels, to amplify we shared the new with feminist communities and journalist and the channels of TNT Sports.

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.

- At beginning, our community did not respond as we expected, they didn’t support us, they reacted with sexist comments.

But then, the rebroadcasted was the most watched feminine football match in Argentina, achieving spectators to 420.000.

- After our campaign, Quilmes brand reputation as a honest brand increased +10% (Kantar Millward Brown - Category Trakking).

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

- Positive sentiment +85% (brand's benchmark +68%)

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