Itaú Bank, sponsor of the Brazilian soccer for more than 10 years, wanted to reinforce its brand concept among soccer lovers: the bank made for you. Based on this premise we thought of a broadcast designed especially for the fans. But how could we have a biased broadcast without losing the impartiality that mass media demands in Brazil? During the match between São Paulo and Atlético –MG we broadcast it on two different radio stations On Rádio Estadão 92.9 FM the broadcast was 100% for São Paulo. On Radio Estadão 700 AM it was 100% for Atlético. It was the first time in the history of Brazilian soccer that a mass media rooting for a team.

By using the high penetration of the radio as a medium and its audience, who is already used to listening to the matches on the radio, the media allowed two simultaneous broadcasts on two different stations to happen.

Radio Estadao 92.9 FM for Sao Paulo fans.

Radio Estadao 800 AM for AtleticoMG fans.

On the day of the match a double-paged ad was featured in Sao Paulo’s biggest newspapers: Estado de São Paulo. The ad invited the people to listen to the broadcast of their teams. In the same week, 3 radios spots on Rádio Estadão narrated different game situations in a biased way with the intention to entice the fans to listen to the live broadcast of their favorite team.

To turn the confrontation even more competitive we hired bloggers from each team to commentate on the game in real time.

During the match the radio ratings was 60% higher that those of other stations. On the Internet 97% of the hype was positive, with many fans of other teams also asking for more broadcast using the same format. Based on this data, Itau Bank decided to keep the project and use it for the main matches of 2013. Thus forever changing the way soccer fans listen to soccer matches on the radio.