There is no force more overwhelming than that of the 'Massa Atleticana' (Atlético Mineiro crowd) as throughout the club’s journey together with Betano. In every corner of Brazil, the passion for Atlético is felt, lived and, most importantly, heard.
The Atlético fans are the 12th player, the soul that sings, cries, vibrates and pushes 'Galo', in any circumstance. Betano's campaign explores these emotions, highlighting that, for the 'Massa', everything is a reason to shout 'Galo', whether it's when a glass falls, a pressure cooker hisses, thunder booms, the alarm rings, the microwave beeps or when the ball hits the net.
In addition to the film, the campaign includes a special outdoor media campaign in the capital Belo Horizonte. Some of the city's busiest spots, such as the International Airport, the bus station, bus stops, among others, will be customized with a message that inspires fans.
The pieces carry the message “Those who trust, shout Galo” and work with a motion sensor. As people get closer, the shout “Galo” will echo through the speakers.
“The time is coming for another Libertadores final. Betano continues with the Fans of Atlético in search of Eternal Glory, with each shout of Galo that echoes throughout Brazil. At Atlético, Betano Trusts,” highlights Betano, which has been a partner of the club since 2021.
“We started from a unique truth of Atlético fans: shouting 'Galo' at any noise. Be it an alarm, a horn or thunder, everything becomes a reason to shout it out loud. It is a project that viscerally shows how fans trust Galo for the Libertadores final and positions Betano not only as a sponsor, but as part of the sports culture,” explains Luan Alves, Creative at Wieden+Kennedy SP, the agency responsible for the brand's advertising.
"The Massa is capable of creating an unbeatable atmosphere in Brazilian football. This force is very present in shouting "Galo" to encourage the team or celebrate great victories. This is what we will pursue on the 30th, in the Copa Libertadores final. Betano's campaign reinforces this synergy and how Clube Atlético Mineiro is truly present in the daily lives of Galo fans," says Atlético's Business Superintendent, João Gomide.
Betano, one of the largest sports betting houses in Brazil, is a brand designed to offer excellent experiences through its platform, available on desktop, laptop, tablet, cell phone and Android app.
It is operated by the Kaizen Gaming group, which is headquartered in Greece, has a presence in 17 countries and has been in the sports betting market for over ten years.
In Brazil, it sponsors Atlético Mineiro and holds the naming rights for competitions such as the Brasileirão Betano and Copa Betano do Brasil.
It is also present in Europe and South America, with Porto, Benfica and Sporting (Portugal), Aston Villa (England), Melgar (Peru), in the Torneo Betano and Copa Betano (Argentina), as well as teams in Greece, Cyprus, the Czech Republic and Romania.
This year, it sponsored the Copa América and Euro2024, and is currently the official global sponsor of the UEFA Europa League and the UEFA Conference League.
Source: GMB
