With confirmed appearances by creators such as Duda Garbi, Gio Lisboa, Lucaneta, Henry Japa, and FBI Tricolor, the Alfa influencer team is responsible for producing multiplatform content throughout the experience — which includes on-site activations and coverage of five key matches of the tournament:
-Boca Juniors vs. Benfica
-Real Madrid vs. Al Hilal
-Bayern Munich vs. Boca Juniors
-Inter Miami vs. Palmeiras
-Mamelodi Sundowns vs. Fluminense
The campaign also features coverage by Desimpedidos and several content creators managed by NWB (Network Brasil), including Marília Galvão, Armandinho, the Desimpedidos hosts, Pedro Ferraz, João Mercio, Futebol do Rapha, among others.
The content will be published across multiple platforms, including TikTok, YouTube, Instagram, Kwai, Twitter (X), and Transamérica Radio, ensuring engagement with a wide range of audiences.
“Casa Alfa” was designed to connect the public to the tournament atmosphere in a lighthearted, creative, and entertaining way, reinforcing the brand’s identity in sports entertainment and digital engagement. All content will comply with the official guidelines for the use of sports event imagery and respect the intellectual property policies in place.
“Alfa has developed a strategy that values original content aligned with our brand pillars and Brazilians’ passion for football. Casa Alfa represents another step forward in this direction — connecting sports, entertainment, and digital presence in a responsible and innovative way,” says João Paulo Marques, CMO of Alfa Entretenimento.
The partnership with NWB expands the campaign’s reach and reinforces Alfa’s commitment to creating content that resonates with football fans across digital platforms.
“Casa Alfa is a project that aligns perfectly with what we believe at NWB: bringing together football, entertainment, and creativity to engage audiences in an authentic and relevant way,” says Anderson Silva, Commercial Director at NWB.
“We’re very proud of this partnership, which allows us to bring our network of creators and talents to a global stage like the Club World Cup. We're sending one representative per fanbase, producing high-quality content and strengthening the emotional connection between fans and the sport. Beyond the creators, we will publish over 175 pieces of content under Casa Alfa across Desimpedidos' coverage — it’s a partnership that was born big.”
The executive production of “Casa Alfa” is led by the agency Turn On The Light, which is in charge of scenography, activity scheduling, influencer logistics, and content capture throughout the project.
Alfa is one of the first 15 companies in Brazil to receive a permanent betting license, operating officially since January 1st, 2025 under the new regulatory framework for the sports betting sector. The company stands for transparency, safety, and responsibility in its operations.
One of Alfa’s key pillars is Responsible Gambling, and it actively promotes campaigns and initiatives aimed at educating users on the importance of safe and controlled betting practices. Through its sponsorship of Grêmio and Internacional, Alfa reaffirms its commitment to Brazilian sports and the nation's love for football.
Founded by three Brazilian entrepreneurs — Arthur Silva, Matheus Antunes, and João Paulo Marques — Alfa is a sports entertainment and betting company. With a secure and innovative platform, the brand enters the market with the goal of adding a new layer of entertainment to the public's favorite sports.
NWB is the largest digital sports network in Brazil, featuring original channels like Desimpedidos, Acelerados, Camisa 21, André Hernan, Corrida na Veia, and Paulo Vita Show, as well as a wide range of affiliated creators with millions of followers.
The company also acts as a talent agency for sports influencers and a multiplatform content producer, delivering custom formats for sports fans. In 2024, NWB expanded its ecosystem with the creation of Desimpedidos Esporte Clube, a performance-focused football team that competes in tournaments.
Source: GMB
