Solverde.pt: How to crash a party and get into the FIFA World Cup​

Portuguese bookmaker Solverde.pt supported a stunt to gain media exposure and ensure brand presence at the 2022 World Cup, despite not being a sponsor.

How to crash a party and get into the FIFA World Cup

Context

FIFA World Cup Qatar 2022 was the biggest sports event of the year, but the bookmaker Solverde.pt was not "invited to the party".

The Portuguese gambling brand had a huge challenge: How to ensure the brand presence at the biggest sporting event of the year without sponsoring it or even the Portuguese National team?

FIFA already had a bookmaker partner and the Portuguese national team had other official sponsors.

Four Portuguese friends, Andamente, challenged themselves to hitchhike from Lisbon to the FIFA World Cup in...

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