Special Matchday – Copa Libertadores
Client: Reinaldo – Year: 2024
During the 2024 Copa Libertadores Round of 16, we had a clear example of how valuable it is to have strategy behind even the simplest pieces of content, rather than treating them in a purely procedural way. Scorer of two goals and hero of Grêmio’s victory over Fluminense, Reinaldo went viral after the match thanks to a matchday visual he had posted earlier that day.
The artwork featured an image of Reinaldo wearing Grêmio’s iconic 1995 jersey—the year the club won the Copa Libertadores for the second time. Weeks earlier, we had identified this opportunity and secured the jersey to produce a photo shoot with the player.
We did this with the sole purpose of creating a series of special matchday visuals for his Libertadores matches. If matchday is special and more meaningful for fans and for the athlete himself, the matchday artwork must reflect that. Even before kickoff, Grêmio supporters were already praising the visual on social media. After the match, with Reinaldo’s two goals, the content went viral and became an activation of the player’s on-field success.
Matchday content is one of the simplest pieces of day-to-day content a professional athlete publishes. But when done well, it becomes communication advisory work and a PR strategy.
