The Thousand Sponsors of Muni.
Relegated and stripped of its main sponsors, Lima's Deportivo Municipal turned its shirt into a grid of up to 1,000 small sponsor squares that local businesses and fans could buy.
- Brand
- Club Deportivo Municipal
- Agency
- McCann Lima
- Market
- Peru
- Region
- Global
- Year
- 2026
The challenge
Deportivo Municipal, a four-time Peruvian champion founded in 1935, fell down the divisions after unpaid debts and salaries and ended up in the amateur Copa Perú, losing its main sponsors and TV income on the way (El Comercio; Los Andes).
The idea
With McCann Lima, the club redesigned its shirt as a pixel grid of small squares around its red sash and crest, with room for up to 1,000 sponsors. The campaign site offered six sizes, from S/100 for a 1.5 x 1.5 cm square up to S/600, with benefits such as social media mentions and match tickets, and earmarked the money for the club's men's and women's teams and its youth sides. The club launched it on social media on 15 January 2026 (El Comercio).
Results
- All the sponsor spaces sold out within three months, Los Andes reported
- US$60,000 raised in three months, according to Ámbito
Case study source: El Comercio Source ↗
Awards
- Cannes Lions 2026Entertainment Lions for SportGrand Prix
- Cannes 2026: Silver and Bronze in Brand Experience & Activation, and Bronzes in Design and PR
Credits
- Production
- Fertil
- Music
- Agosto Music
- Post-production
- Nativo Post
