Getting beer and football together is fastest way to reach the heart and soul of Brazilian people. Once Brahma had both passions in their hands, a strategy based on the most popular sport of the country was developed to achieve the brand’s objective. The Taça Brahma (Brahma Cup) was then developed and launched, soon becoming the World’s biggest amateur football championship. In order to join the championship, teams had to be patronized by a bar from its community. As a result of this strategy, 512 teams (points of sale) joined the Taça Brahma during an 8-month period.

During the 8-month period, 1500 matches were played by 10,000 players. More than 3000 goals were scored. The final match, at one of Brazil’s largest stadiums, Morumbi, gathered more than 15,000 supporters from the 2 best teams of the tournament. Before the championship, only 30% of 512 bars located in the communities were exclusive Brahma establishments. At the end this figure had risen to 85%