Under Armour Argentina Buys Broadcast Rights For Rosario & Estudiantes Kit Launch Campaign

January saw Under Armour launch its first country specific football campaign in Argentina by leveraging its twin official sponsorships of two of the country’s most famous clubs – Rosario Central and Estudiantes de La Plata.

The two team kit campaign launch initiative saw the Baltimore based sportswear company smartly skirt around the hurdle of private Argentinean broadcasting rights by purchasing the rights for the sponsored teams’ next matches in order to offer the fans a first glimpse of both teams new jerseys.

So on Saturday, every Argentinian, and more importantly, every fan of Rosario Central and Estudiantes de La Plata will be able to see the debut of this season’s new jerseys.

Under Armour unlocks soccer PPV from GUT AGENCY on Vimeo.

“We wanted to launch the jerseys in a different way from the typical campaign with pictures of the players in their new outfits,” explained Gut founder Gaston Bigio.

“To liberate the PPV access to the matches seemed like an impossible idea, but we wanted to convince Under Armour to do something that shows that the brand understands the soccer fans in Argentina, and that it doesn’t want to be just one more brand.”

The campaign was created for Under Armour by a Gut (Buenos Aires) team led by founders Anselmo Ramos and Gastón Bigio and which included executive creative directors Ramiro Rodriguez Gamallo and Matias Lafalla and which also included account director Agustina Garavilla, head of production Vera Nesis, copywriter Ramiro Agulla and art director Matías Rojas.

The production company was Lanzallamas and the advertiser supervisor was Santiago Conde.

 

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