The Branded Entertainment in Argentina is used in diferent ways by many brands, but in sports it´s normally a content partnership of teams to increase visibility during the games, but a long running project such as this one we made, of helping a team to grow, is a new concept of partnership.

About the regulations there aren´t any points that are worth commenting on, since for a brand of mobile company there aren´t big restrictions to consider.

Personal, one of Argentina´s major mobile companies, wanted to be linked with sports, since it was something that unifies people all around the country. We chose rugby, a sport with values that represent the brand and that deserve to be supported.

So the project was to commit ourselves to help the Argentina rugby team to get into the TRI NATIONS, one of the biggest rugby competitions in the world, which had never happened before.

For that we carried the voice of fans and players to the IRB, the FIFA of the Rugby, and after years of trying the Pumas participated in the 4 Nations, that in Argentina is know by Personal Rugby Championship.

So our challenge was to help a team to become strong, help kids to start in the sport, and make lots of fans happy around the country watching their team playing in a championship, and we got even more, we made the championship known in Argentina by the name of our brand.

Since the strategy was to have the presence of the brand supporting the Pumas, the rugby team of Argentina, all the sport fans in the country were drawn to the brand content. Besides that, since the brand was working on putting more children into the sport, a new audience of Rugby team was built with the presence of the brand from the beginning.

We increased dramatically the link of Personal to rugby and to sport and by consequence, to the sport fans. And the best part, we got the Pumas to the TRI NATIONS, that is now called 4 Nations, with us in it. But the best part is, in Argentina, this huge world rugby championship is not known by this name, but by Personal Rugby Championship.