UBERLÂNDIA E.C.

THE CONTEXT In modern football, everythin choose a team, buy their naming rights and change everything — even the team's name. Clubs get rich. Fans get mad. When Uber entered football, they followed suit: bought the naming rights toa century-old, 4th division Brazilian team and... THE IDEA We created a naming-rights deal that changed nothing, and that changed everything. All by changing UBERLANDIA E.C. to UberLANDIA EC. No ownership claimed, no history erased, no culture rewritten and no belonging imposed. Just a new sponsorship model — designed to. engage - that challenges sponsorships as we know them. THE EXECUTION Simply.by revealing the brand within the name, UberLANDIA became a social juggernaut. The idea became a story so inevitable, it hit the heart of football culture. The story didn't stay. fixed, it spread and made the news. A regional, 4th-division club became everyone's second team — and the entire nation rallied behind it. 1.27 Billion IMPRESSIONS 6,000% EARNED MEDIA RO! 8k SOCIAL INTERACTIONS Zero Fans PISSED OFF “Never seen before” “A perfect matc GN @®globo @ swe [oul voter’ GE ~Lonercorean (S48; Gor STV Sri DailyJournal exame. Ymsn Adiatina ESTADAO InfoMoney terra © UberLANDIA 1922 The naming rights without the naming wrongs eants93 3” Reply O Best naming rights ever. Finally somenaia My Verdao is massive 5 (9 99 . ‘Born from respect” ResigSaiegire name lance! @uoL Genius move lolololol