When Russia invaded Ukraine, it didn’t only dominate the territory. But also the local culture. The main football team, FC Mariupol, with 63 year of history, ceased to exist in the initial days after the Russian invasion that eventually destroyed 90% of their city and turned 80% of the population into refugees.

Ukraine is the main gate for Brazilian players to enter Europe.

For many years, Ukrainian teams were the ones with more Brazilian players outside Brazil. The football relationship between two countries were always very tight.

  As Ukrainians has always been incredibly supportive of great Brazilian football talents, it’s our duty to embrace them.

Brahma believes in the power of football by bringing people together under the same passion.

So we can keep their hope alive until FC Mariupol can come back home. Because no war can end the spirit of football and the identity of a nation.

To do so ​​One year after the FC Mariupol closed its doors and became extinct, Brahma and the largest Ukrainian Community in Latin America at Prudentopolis region in Brazil, got together

to bring back to life the FC Mariupol.

  We waited the symbolic date to start the movement #FCMariupolLives

  With zero paid media in the beginning, we launched it as an unbranded initiative with main football influencers, athletes and former athletes supporting the idea.

  This strategy proved right as we got massive repercussion.

When Brahma entered it felt naturally as it always backed all football social initiatives across Brazil.

The campaign had ​​$123MM of Earned Media, 2.7 billion Media Impressions, 99% Positive Mentions in Social Media. It also consolidated Brahma as the brand that understands Football, positive sentiments in Brahma being the main Football partner (+27pt lift). Successful lifts in ad awareness (+7 pt lift) and message association with the brand values(+9 pt lift).

The response has been extraordinary, with support from players, journalists, influencers, and football fans from around the world. The press in Ukraine, Brazil, the United States, and Spain, among others, has also highlighted the action.

Fans from Brazil and around the world have started a movement to support and keep FC Mariupol alive.