February 13 – Champions League sponsor Mastercard, who last week extended its 24-year partnership for another three-year cycle to 2021, has called up Pele to activate the brand sponsorship in advance of the last 16 knockout rounds.
Developing its #StartSomethingPriceless campaign which highlights small events that become trigger events to life changing moments, Pele – who started something priceless for many football fans – stars in a short film titled 22 Languages.
The film gathers together 22 real people from 22 countries (there have been over 70 nationalities represented in the Champions League this season) who were asked to participate in a documentary about super fans. They were given the opportunity to play as a team competing for tickets to a Champions League match.
The film challenged football fans’ preconceived notions about each other with fans making comments including; “I’m not saying all Brits are bad, but …” and “Argentinians are so proud, they feel so superior.”
The fans then have to put their egos and preconceptions aside and play alongside each other. After the game the players return to the dressing room where Pele is waiting for them, with the tickets.
“Football is a unifying force across the world and there is no better example of this than the UEFA Champions League,” said Raja Rajamannar, chief marketing and communications officer at Mastercard. “Our #StartSomethingPriceless campaign is about supporting one another to inspire change and the UEFA Champions League is truly unique in traversing borders and transforming the lives of both players and fans.”
Mastercard will be extending its #StartSomethingPriceless campaign through all its sports sponsorships, “and shine a light on some of the most important issues affecting society today.”
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