Sportium launches new campaign on superstitions and rituals for the Copa America

One of the most anticipated sporting events of the year has officially begun: the Copa America, taking place in the United States from June 20 to July 14. This competition is of utmost importance for many fans of the Latin American national teams, who seek to attract luck to bring their teams to the final and achieve victory. How? By relying on the effectiveness of rituals, which are traditional superstitions in many of these countries to attract good luck.

To celebrate the Copa America, Sportium has launched its new branding campaign featuring these rituals as protagonists, such as ‘the double knot,’ ‘kissing grandma’s photo,’ and ‘the red Virgin,’ or more striking ones like ‘the ashes of the lucky grandma,’ ‘the unwashed scarf,’ or ‘shaving on match day.’ These are all shared by three protagonists: a Colombian fan, a Mexican fan, and a Panamanian fan, who compete to prove which of their rituals is the best and attracts the most luck.

With this new campaign, Sportium aims for a more humorous and relatable tone for fans in its Latin American markets, connecting with their cultures and traditions, and above all, their way of experiencing sports, characterized by passion and confidence in their team’s triumph.

“Sportium, where reason and luck meet” is the slogan chosen by the brand to accompany the campaign titled “Battle of Football Rituals” and the multiple audiovisual pieces that comprise it. Beyond the master piece, Sportium has designed commercial adaptations for each market with exclusive promotions that customers in each country can enjoy while following their national team’s matches.