BES became one of the main sponsors of the Portuguese National Football Team in 2002 and is since then one of the brands with the strongest association with the team. This support, which is highly original and based on differentiating campaigns, has already earned the bank an entry in the Guinness Book of Records.
2012 - BES and the Portuguese Football Federation have got together once again to support the Portuguese Squad in the Euro 2012, challenging the Portuguese to a “Race for the Squad”.
The Race for the Squad on the 2nd of June brought together more than 22 thousand people in Oeiras (marginal), Porto and Faro.
The initial aim of reaching 15,000 participants in the three races was passed by 50%.
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2010 - Under an exclusive partnership with Universal Music Portugal, BES launched in January its campaign to support the Portuguese team’s participation in the FIFA World Cup, to take place in South Africa in 2010. The campaign’s advertising spots feature Black Eyed Peas’s song “I Gotta Feeling” as the central element.
Nuno Gomes, Liedson and Bruno Alves were the players featured in the start-up of the “BES gotta feeling” campaign.
Click here to know more about the campaign.
2008 - BES launched the “Member of the National Team” project, an unprecedented initiative jointly developed with the Portuguese Football Association. The aim was to contribute to strengthen the involvement of the Portuguese with the Team and create an enduring relationship with it. The campaign surpassed all expectations and surprised even the most optimistic: in just one month 300,000 Portuguese joined the initiative, creating one of the clubs with the largest number of members in the world. What’s the catch? Many advantages and no payment of membership fees.
2006 - In the “The Most Beautiful Flag in the World” event, BES brought 25,000 women to the Jamor stadium to form the largest ever human flag. The initiative beat all previous records of media impact and return, going directly to the Guinness Book of Records and giving BES the lead in terms of recognition among the brands that sponsor the National Team.
2004 - Was a year of turnaround and consolidation of this positioning and commitment to football. Seizing the opportunity provided by the EURO 2004 being held in Portugal, BES launched the “We have a Team” motto” in an aggressive advertising campaign that was capable of exploring the double sense which the expression sought to convey: on the one hand, a proof of the rationale of association and sharing of the spirit of the National Team, and on the other a brand positioning banking on the full range of services, skills and resources put by the bank at the service of its clients.