EVERY GAME COUNTS Sofascore
At the FIFA Club World Cup 2025, Sofascore stepped onto the field with a bold invitation: turning every fan into an analyst and showing Brazilians that, in the Club World Cup, every match matters.
TURNING NUMBERS INTO EMOTIONAL STORIES, HERE, EVERY GAME COUNTS.
THE CHALLENGE, TURNING THE LACK OF RIGHTS INTO A CREATIVE ADVANTAGE
With four Brazilian clubs competing, three from Rio de Janeiro and one from São Paulo, Brazil was at the center of it all. But there was a challenge: we had to build a campaign that amplified the brand’s relevance without using the tournament’s official assets.
NUMBERS THAT BECAME NARRATIVES
We leaned into the brand’s essence: data as emotion. The campaign followed the tournament through a distinctive visual language, across six shoot days capturing fan reactions, stadium moments, and Rio’s most iconic landmarks, while integrating elements from the app. A manifesto film narrated by Bruno Cantarelli brought authenticity and connection, combining emotion and information through data.
On digital, we created four content pills for each team, featuring historical stats, iconic moments, and fun facts, while OOH placements took over strategic locations across Rio.
A DIRECT CONVERSATION WITH FANS
The Official FIFA Club World Cup Fan Zone, held in Copacabana, became the biggest event of the tournament worldwide, welcoming over 110,000 people throughout the competition.
Inside that environment, Sofascore showed up in the VIP area, where a branded sofa invited fans to download the app in exchange for exclusive giveaways. At the same time, influencers amplified the campaign across social media, connecting the live experience to the digital world. All to prove that every statistic is a memory, every number is an argument, and every match matters.
More than numbers, Sofascore left a legacy: it became synonymous with sports intelligence and the must-have second screen for Brazilian fans, from the living room to the stadium, from offline to digital.
Role: Strategy; Planning; Creation.
