MorumBIS

Background: Since stadium naming rights became a thing, they always seemed to erase the legacy of the team's home turf. Fans know it all too well. Suddenly, your team's home, full of memories and history seems to become just an ad. Though this is true all over the world, Brazil's national sport is soccer. And all of its classic stadiums, such as the Maracanã, Palestra Itália and Pacaembu have lost their identities to brands. Brands which fans still won't say when referring to their stadiums out of spite. MorumBIS changed that in Brazil. Being embraced by the fans for respecting one of the most iconic stadiums of the most popular sport in the country. Creative Idea: Morumbi: One of the most iconic stadiums in Latin America. Home of São Paulo Football Club, three-times champion of the world. And the last of the "big team" stadiums that had not yet sold its naming rights. Bis: Mondelēz's biggest snack brand in Brazil. And also a national treasure, that doesn't exist anywhere else in the world. Known for its pun-filled campaigns and irreverent sense of humor. Morumbis: With just one letter, we changed the naming rights game in Brazil. Turning a pun into an idea with over 3 billion impressions. With MorumBIS, BIS and São Paulo Football Club created a historical naming rights deal in Brazil. One that respected the fans didn't erase the stadium's history. But, true to BIS' iconic sense of humor, it also became the largest pun in the world. That is emblazoned on the MorumBIS stadium as a 26 meter long outdoor sign in the biggest city in Latin America. Insights & Strategy: São Paulo Football Club and its fans had always been proud of being the last "big team" with its stadium's name unchanged by a naming rights deal. Other clubs' arenas had all lost their identities to brands, while the iconic Morumbi stayed as one of the most traditional names in the sport. We knew that this pride had to be preserved. So we fused BIS' stupid, pun filled, sense of humor to reverence for the club's legacy. Working with São Paulo's team to create not only a naming rights deal that respected the club, but several initiatives that showed fans they could be closer to the stadium than ever. Including choosing the stadium's sector's names themselves, and even being able to lodge at the stadium. Execution: We announced the naming rights deal with a pun filled film, starring BIS' fictional "Department of Puns" which supposedly created the naming rights idea. The ad was launched on BIS' and São Paulo's social media at the same time: making sure São Paulo's fans, as well as BIS lovers were the first to hear of it. The film was then aired on sports websites, and even TV networks: a first for BIS. Of course, sports newspapers, magazines and TV channels quickly jumped in to cover the story, which spread nationwide due to its newness as a naming rights deal that preserved the stadium's original name. The 'new' name now sits emblazoned in front of the stadium, as a 26 meter long sign. And puns invaded the stadium in different other initiatives, from suBIStitution boards to the referee uniform (arBIStro in portuguese). Results: + 3 billion impressions. Source: MDLZ Media Team + 59% in sales Source: MDLZ Media Team / *Data from the 3 months (YoY) following the sponsorship The biggest market share growth in 20 years Source: MDLZ Media Team / *0.5% increase in a $5 billion market 5X Global trending topics. Source: Data collected from reports created by Meta, TikTok, Google and X