beIN Sports: Fans for life

beIN Sports, a network of sports channels, increased brand awareness in the US by showing the devotion of the Hinchas.

Objective

beIN SPORTS, the new US broadcaster for the most important and prestigious South American soccer competition, Copa Libertadores, wanted to engage with South American super soccer fans known as HINCHAS, and invite Non-South American and CASUAL soccer fans to be part of the  culture, building awareness and driving tune-in.