Activation Sport 2025
The Thousand Sponsors of Muni
Insight
Major sponsors drive football clubs, but when clubs struggle on the field the big money sponsorships dry up.
Idea
Turn Club Deportivo Municipal's own loyal, small-business-owning fanbase into its new sponsors, one tiny logo at a time.
Execution
After losing its main sponsor and dropping to Peru's third division, the historic club redesigned its jersey with 1,000 micro ad spaces, sold directly to the small local businesses that make up its fanbase.
Notes
A sponsorship crisis turned into a genuine expression of fan loyalty, really sweet idea and executed thoughtfully through good design and social comms.