During the pre-game show of the Champions League final, the segment was broadcast by the channel in a groundbreaking format for Brazilian television. The award is part of the fifth edition of Festival Élan, promoted by the 'Amigos do Mercado' community, and recognizes the most innovative and impactful works in Brazilian advertising.
Created for fans passionate about football and sports betting, the 'Mesa Orelhuda' segment aired on May 31 as part of the special Champions League programming. In seven minutes, the content combined technical analysis, entertainment, and exclusive betting insights in an unprecedented proposal for free-to-air TV.
“This award reinforces our commitment to innovate and deliver relevant content to Brazilian fans. Bringing together sports, entertainment, and betting was a creative challenge that resulted in a pioneering format,” said Diego Tagliaferro, Project Leader at Sportingbet.
“SBT is known for its flexibility and the development of innovative projects with advertisers, always positioning the brand in a fun and informative way for our audience. The partnership with Sportingbet is an example of this DNA,” said Paola Giganti, Head of Commercial Solutions at SBT.
“’Mesa Orelhuda’ is a creation by DPZ together with SBT that proves it is possible to engage the audience, deliver quality content and add value to viewers, generating extremely positive results for the partner brand,” said Marcos Kotait, National Director of Multiplatform Commercialization at SBT.
The program featured a diverse cast: Kléber Gladiador, former player and commentator on Arena SBT; Diguinho Coruja, SBT comedian; Fred Ring, journalist and presenter; and Ana “Green,” a pioneer in the Brazilian sports betting market. The interaction between participants, combined with the brand’s personalized visual identity, ensured a unique experience for the audience.
Source: GMB
