The Brand: Portugal Futsal National Team

The Campaign: 2024 World Cup Campaign

Brand Challenge: Futsal in Portugal has long been positioned as street football—a niche sport played by young people in urban neighborhoods. This approach helped communicate the sport’s cool, grassroots appeal to fans, but it didn’t fully reflect reality. In 2024, with Portugal as reigning world champions at the Futsal World Cup, we wanted to bring the National Futsal Team closer to the Portuguese people than ever before, forging a unique bond between the team and the nation.

Strategic Approach: Futsal is street football—yes. But it’s also the football kids play at school, the football we play with friends, and the football we play with colleagues. Futsal is the football we all grew up with; it’s the football we all play. While 11-a-side football undoubtedly holds the greatest prominence and relevance, futsal is actually the most widely played sport by the masses. This was our insight: Football is the most watched sport in Portugal, but futsal is the most played.

Creative Idea: Using the same creative concept as the Euro 2024 National Team campaign (“Partilha a Paixão – Share the Passion”), we set out to show how futsal is present everywhere in Portugal—from kids in school to the stars of the National Team.
How? By highlighting one of the most common expressions used by players, whether professional or amateur: “It’s mine!” Everyone who has ever played football has said this phrase—when making a risky play, going for a tackle, or simply claiming the ball as their own. This is a powerful and universal insight, shared by all.
The campaign drew a parallel between the challenges and achievements of our National Team and those experienced by people across the country, in a way that was both humorous and impactful.

Credits
CMO: Nuno Moura
Brand Manager: Telmo Esteves
Brand Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Judas
Production: Casper Films