90% of sports media coverage in Italy is dominated by football. All other sports are hardly visible. This brings even those that produce great results at the brink of extinction. With sponsors turning their backs at minor sports, teams end up without money and without resources. To avoid Italy from becoming a mono-sport culture, Dacia wanted to bring attention to the problem by utilizing its Serie A football sponsoring.
A contest for minor sports teams, in which one lucky team could win half the media visibility of Serie A football team Udinese. For one match, Udinese’s jersey was split–one half Udinese, the other half the winner. The concept of splitting the visibility between the two teams was continued throughout the entire campaign.
2.396 teams participated
2.000.000 people watched the game
99% of TV and press covered the story
Impressions #daciasponsorday 3.000.000
#daciasponsorday at the Top of Italian trending topics
2 Cannes Lions
Digital Art Director