We took the superstars out of the picture and left their gear alone.

In partnership with Sport360, UAE’s most influential sports daily

newspaper, we developed real-time print ads on the nights of the quarterfinal rounds.

During two consecutive nights of Champions League Quarterfinals, we sent a team to the newsroom of UAE’s most popular sports daily newspaper, the Sport360.

Once the match was over and as soon as the editor chose the featured images, we developed our ad in real time. And once the article was finalized, we placed our ad right next to the related article. The process was completed just a couple of minutes before the newspaper was sent to printing.

By doing this, GO Sport transformed expensive football superstars into unintended spokespersons. For free.

During that week, sales increased by 25%.

The new CR7 boot, which was launched the same week, saw a 15% sell-through.

By using real-time photography selected and provided by Sport 360 editing team, right at the newspaper's newsroom, we were able to develop our ads that ran in their printed platform. All this data treated and put together in the space of 30 minutes.

Newspaper editors have in their hands at the end of each football match numerous options of pictures to choose from to create their daily edition. By having a team inside the newspaper's newsroom, we took advantage of this data to create our ads promoting the gear in real time.

The hour difference with Europe is 4 hours, which means news editors must put together the following day's edition as the matches roll, and after the final whistle quickly select photos and content in a 30-minute process that takes place between 2am and 3am - If no extra time is needed.

GoSport is a sports retailer in Dubai that sells all kinds of sporting goods, from the latest football boots and gear to the jerseys of participating Uefa Champions League teams.

Football is the main sport for our audience in the Middle East, but since they lack strong competitive teams in their own countries, European football has become their primary passion, and Champions League the most important even - Specially in the United Arab Emirates.

This was the best moment to promote GoSport and their football kits. But how do we take advantage of the hype without the budget to hire superstars to sponsor them, and with few materials given by brands like Nike and Adidas full of T&C of usage?