Club Puerto Diana is the football club of an indigenous ishir community, in Bahia Negra, Paraguay, that qualified for the National Soccer Cup for the first time.
This community were asking for better roads, hospital, doctors, electricity and more schools to National Government, but no answer were given.
Kyrios Sport is a sport brand from Paraguay. They have to struggle as a small brand against market dominance of Nike, Adidas and Puma. To increase in market share, they need to be the official brand of Paraguay Premiere League Football. Kyrios had only 1 club official uniforme back then and need to work on brand awareness and brand preference to win more team uniforms market.
Hack sponsorship uniforms to earn media:
We use the sponsorship space to give messages about ishir community needs, designed as sponsor logos. And in the back of the jersey, we connected the player number with the reality they lived in.
Here are some of the messages:
Front jersey: Better Education. Back jersey: 1 school for the whole town
Front Jersey: Social integration. Back jersey: 3 days to get to Bahía Negra
Front jersey: More transports. Back jersey: 17 hours to reach the city by land
Front Jersey: Labor insertion. Back jersey: 13 players are fishermen
Front jersey: More paved roads. Back jersey: 25 millimeters of rain and we run out of routes
Front jersey: Less deforestation. Back jersey: 38 degrees average temperature
The strategy of social media to mas media to national authorities:
Football clubs generate big incomes from sponsorship on their jerseys because the huge visibility of football matches. It means every jersey is a perfect place to give messages beyond only logos.
At the same time, we identify that National Authorities from Paraguay usually reacts quickly to media pressure on political issues. And media coverage are sensitive to trending topics of social media.
Kyrios build a community storytelling using logo and numbers space, to give a message that sparked first on social media, then media coverage and ended reaching the National President of Paraguay.
U$S 500.000 on earn media
2 documentaries and 5 special programs were made about Club Puerto Diana on national TV
#4 trending topic global and #1 trending topic local on Twitter
Club Puerto Diana was eliminated in the first match, losing 16 to 3. But we beat oblivion when the President of the Republic received the entire team to listen to the reality they live.
Kyrios is official uniform of 5 teams of Paraguay Premiere League Football in 2021.