The Brand: Portuguese FA

The Campaign: The Virtual Stadium

Brand Challenge: In June 2020, the Portuguese Premier League has returned to the pitch 
but not to the stands. Even though teams were allowed to compete in the last games of the season, football was held behind close doors, with no fans allowed inside the main stadiums.

FPF’s City of Football hosted the home games of two Portuguese Premier League teams - Belenenses and Santa Clara played the last 10 games of the competition in City of Football main field, where normally only Portugal national teams train and play throughout the seasons.

With the impossibility of fans being present in the City of Football due to the Covid-19 pandemic, how could we get football fans to support their teams in the last stages of the championship?

Strategic Approach: We wanted to allow clubs to have the support of their fans at the City of Football, respecting all the Government rules.

In the current pandemic context that propelled work and school from home, FPF wanted to apply the same concept to the home games at the City of Football.

In the last months, the Portuguese have had to adapt to a new reality of connecting with their 
school mates and work colleagues through technological videoconferencing platforms. Why not do the same with football?

If fans can’t go to the stadium, why not bringing the stadium to fans?

The Activation: FPF has installed a giant 100 meters LED screen next to the field where fans from the teams playing at City of Football were allowed to attend the game. By using ZOOM, hundreds of football fans were able to chant and cheer together 
and the images were streamed in real time on the screen.

An initiative that allowed many lucky fans to attend FPF’s City of Football 
and support their favourite clubs. Together with the different clubs, which launched the challenge to their fans, FPF was able to fill the virtual 
stand with hundreds of fans during the pandemic. A unique experience for the fans and the players that applauded the initiative in the end of each game.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: João Anino
Events Manager: Dora Neves
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Fan Addict