We know you know how discouraging was this year for sports, fans, and especially football. Conmebol had to avoid losing its official sponsors during the pandemic, which is why to respond to the crisis, Conmebol rethought the way of being part of the sport, bringing the stadium experiences to homes and giving visibility to the sponsors, avoiding their disappearance for the year 2020 and lasting their commercial relationship for the duration of a tournament.

It should be noted that the loss of a clause of an official sponsor is equivalent to 10% of the total money that Conmebol requires for its subsistence as a world sports company.

OBJECTIVES:

• Avoid 100% of the loss of official Conmebol sponsors and secure contracts for 2021.

• Keep fan zones alive, the fans passionate about football brands to ensure their loyalty for the next matches.

In many decades to come, our grandchildren will speak about the year that homes became the bleachers of the glory of a sport that never gave up, and no single ticket was printed out, but many were forged.

CONMEBOL COPA LIBERTADORES, the highest level of competition in South American club football, presented for REXONA, AMSTEL LIGHT, SANTANDER, BRIDGESTONE: "The Eternal Ticket".

A Copa CONMEBOL Libertadores Eternal Stadium Ticket forged to:

Grant access to stadiums forever.*

Maintain an alliance between our sponsors and our football.

To help the people of our sport.

To engage our fans and our sponsor’s audience with a, literally, eternal experience, that they will never forget.

*The Eternal Tickets were created to retain sponsors, and give fans access to host over 280 personalized branded shows with their idols, legends of our South American Football, minutes before each match.

The strategic challenge was focused on keeping intact the sponsor's contract of one of the most important soccer tournaments and that they would come together to reinvent the way of living the VIP experiences of Conmebol in times of confinement and prohibition of mass entertainment.

- Strategic Process: Research through Interviews - Surveys - Pitch the strategy to all Sponsors - Collaboration with their Marketing Teams

- Challenges: COVID19 -> Empty Stadiums -> Multimillion-dollar Contracts signed with sponsors that secured thousands of tickets.

The industry presented a -55% drop in advertising investment related to events and experiences within the category, followed by a -50% loss in investment related to OOH, print with -38%, and television -34% during the first half of the global economic crisis.

The Breakthrough Moment: With no stadiums, no tickets were printed, meaning that any official ticket printed would represent a priceless collector's item.

We developed 280 virtual fan zones where the protagonists were the most loyal fans of football and brands, who received an exclusive pass to live an experience full of surprises that sought to bring the stands closer to the playing field, reliving the passion that they lived annually and that seemed not to happen this year.

This experience was developed through 3 stages:

• First stage: KO Stage

The fans were invited by CONMEBOL's sponsors who received 700 collector's "Eternal Ticket," forged to be part of each of the guests' personal history.

• Second stage: From Guests to Hosts.

Minutes before each game of their team, we held a personalized broadcast where fans would connect with the most prominent legends of their clubs.

• Third stage: History

After the experience was over, the fans receive an NFTs file with the moment, which could then be shared through their social networks.

We created over 280 personalized events where fans could host a show with their legends.

We forged over 700 collector's "Eternal Tickets".

We keep the four sponsors Conmebol Libertadores under contractual legality, ensuring their investments that are equivalent to 40% of the investment in Colombian football.

Versus the previous period, it was possible to overcome the fall in investment that symbolized the closure of the stadiums and the loss of 40% sponsors, keeping all the sponsors who had the contracts with Conmebol at risk.