Football has stopped several wars around the world and Exiled Team is yet another campaign that shows how football is capable of breaking the barriers of the pitch to welcome a people that needs unity and reconstruction. We show that the "Country of Football" can be the birthplace of the rebirth of a team exiled by war that does not leave its resilience and resistance in the corner. Becoming an agent of change and hope in difficult times.

Sports entertainment was organically delivered to Brazil and Ukraine making the countries connected by one passion.

Since 1953, Brahma beer is the main partner of Brazilian football.

It sponsors all the 27 regional federations, 35 of the main football clubs, including all Series A teams.

And the Brazilian National team.

We were there when Brazil won 5 times the World Cup.

But not only that.

In 1969, we were there when Brazilian football helped

stop a war in Nigeria. In 2004, we were there when Brazilian football helped stop a war in Haiti.

We believe that football has already stopped many wars.

But no war will ever stop the spirit of football.

Although Brahma is the largest and the most traditional sponsor,

the history of Brahma with football goes beyond to the social impact that the most beloved sport have on society.

Football is also the number one sport in Ukraine. Brahma understands deeply the role of a football team in the culture

of a country.

When Russia invaded Ukraine, it didn’t only dominate the territory. But also the local culture. The main football team,

FC Mariupol, with 63 year of history, ceased to exist in the initial days after the Russian invasion that eventually destroyed 90% of their city and turned 80% of the population into refugees.

Ukraine is the main gate for Brazilian players to enter Europe.

For many years, Ukrainian teams were the ones with more Brazilian players outside Brazil. The football relationship between two countries were always very tight.

As Ukrainians has always been incredibly supportive of great Brazilian football talents, it’s our duty to embrace them.

Brahma believes in the power of football by bringing people together under the same passion.

So we can keep their hope alive until FC Mariupol can come back home. Because no war can end the spirit of football and the identity of a nation.

The Rebirth of an Ukrainian Football Team.

Brahma and the largest Ukrainian community will keep FC Mariupol alive. We turned the A.A. Batel, the most traditional football team from the Prudentópolis Region, a place with 75% of Ukrainians and Ukrainians descendants into FC Mariupol.

The tagline was the hashtag #FCMariupolLives spreading the core of Brahma DNA that is: Football is not just a game.

It is a vital necessity of our existence as humans.

A common ground that bonds every single person on Earth.

We launched with a Press Conference between A.A. Batel President Alex Lopes and FC Mariupol Vice-President Andriy Sanin.He symbolically passed the flag virtually to Brazil.They formalized the partnership, and celebrated the initiative.Then, we changed the crest, uniform, colors, flags and we’re already registered to play the Regional Brazilian Championship that will start in August.In parallel, an Instagram profile brought back the history of FC Mariupol, showed the dark period the city is living in, revealed the rebirth of FC Mariupol through A.A. Batel, and disclosed the subsequent actions in advance.We invited sports journalists, players, and sports influencers to promote the action in both traditional and digital media channels.FC Mariupol matches were broadcasted in Brazil and Ukraine at the same time, uniting everyone around this passion for football.Until there, we’re already preparing in the pre-season and playing friendlies as FC Mariupol that are already being broadcasted to all Ukraine.

$123MM

Earned Media

2.7 billion

Media Impressions

99% Positive Mentions in Social Media

The campaign consolidated Brahma

as the brand that understands Football

Positive sentiments in Brahma being

the main Football partner (+27pt lift)

Successful lifts in ad awareness (+7 pt lift)

and message association with the brand values(+9 pt lift)

The response has been extraordinary, with support from players, journalists, influencers, and football fans from around the world. The press in Ukraine, Brazil, the United States, and Spain, among others, has also highlighted the action.

Fans from Brazil and around the world have started a movement to support and keep FC Mariupol alive.

In Brazil, football is more than a game. It’s part of who we are.

It’s the memory with our parents and grandparents.

It’s the story that we build twice a week with family and friends.

Football teams are a symbol of unity and identity.

Brahma is a natural part of football history in Brazil.

And the connections between two countries are well-known.

Many Brazilian stars that play in Barcelona, Real Madrid, Manchester United, Chelsea, Milan, arrived in Europe through Ukraine. So, when a football team from Ukraine, that has the sport as the number 1 in the country, ceased to exist, is as if one of ours ceased too.