CazéTV | Paulistão 2025
Client: CazéTV – Year: march/2025
Record-breaking audiences, packed stands and excitement until the final whistle: Brazil’s most competitive state championship once again proved the strength of São Paulo football. It was within this setting that LIGA took the field alongside CazéTV.
Throughout the tournament, we were present in broadcasts and in brand activations that energized the decisive stages of the competition. Jadson, a Corinthians legend, was selected as the commentator to follow the club’s entire journey to the title, with special emphasis on his presence during both legs of the final.
On the commercial side, we connected talent and brands in campaigns that expanded fan engagement. Elias accepted Buscopan’s invitation to revisit memorable and humorous moments from his Paulistão career. Told from the fans’ perspective, the stories once again highlighted how the emotional bonds built by idols become lasting legacies, and even more valuable during decisive weeks.
In the final stages, Jadson also starred in Eisenbahn’s campaign, while Vanderlei Luxemburgo appeared alongside Bolívia in a light-hearted and entertaining piece for bet365, in the segment “Five Extraordinary Moments of Paulistão.”
Paulistão 2025 proved that football is a stage full of opportunities — and this is where LIGA steps in to connect all sides, tell the biggest stories and ensure talent is properly recognized.