Santander Bank has the mission of contributing to the prosper of individuals and businesses. Its focus is on areas where the bank’s activity can have a greater impact to contribute towards prosper in an inclusive and sustainable manner.

Because of its many millions of fans and the amount of money the industry moves, football is the sport with the greatest capacity to change society for the better. Santander Bank is committed to this potential for transformation through the FootballCan initiative, which understands football as a powerful social incentive and an agent for change capable of moving, inspiring and transforming the lives of millions of people. Social inclusion is fundamental for prosper, and so this initiative sought to help visually impaired people given that there are 280 million people who suffer this disability worldwide.

Blind people can obviously feel the emotion of a football match, but, until now, they were only able to imagine what was happening on the pitch. That’s why we created Fieeld, the world's first tactile broadcasting system. Using the tracking data of the players and the ball used by TV channels for statistics, Fieeld recreates the ball’s movement using a sliding element that replicates what the ball does on the pitch.

Fieeld uses the latest and most innovative technology to help blind people feel things they would otherwise never be able to.

With the aim of making the positioning of FootballCan more tangible and its role in the promotion of football as an agent for social change and it´s positive impact on society, a strategic plan was developed under which the bank assumes a genuine and useful role for society by promoting fairer and more accessible football. Where we first assumed and then impulse an active role and a tangible compromise in order to promote a more just and accessible sport.

And we achieved that through Data. Using the player tracking data.

We launched a global action plan under a transmedia strategy using various formats and actions that offered users different experiences of contact with the brand, all under the same common thread: talking about inclusion through Fieeld:

An inclusive space in the UEFA Exhibition in Sao Paulo, as well as on Libertadores Final on Peru

A section on FOX TV Brazil with Ronaldo

An action with the players of the Argentinian blind football team “Los Murciélagos”. A TV Special in Spain, where 2 blind people followed el clasico Live with Fieeld.

This plan allowed us to shift the importance of inclusion as a fundamental value for development and equality, inside and outside football.

The bank placed Fieeld at the service of the LaLiga, UCL and CONMEBOL with the aim of installing the device in every stadium. And we actually are in conversations with Microsoft in order to begin a mass production.

140 million people reached

23 million views

€7.5 million in earned media

+12% ROI

10% increase in association with Libertadores, positioning Santander as the leading brand for the best Latin American football.