NOS hired six content creators to follow the new football season, representing the two clubs with which the brand maintains a connection. Hélder Tavares, Margarida Antunes, and André Leitão will represent SL Benfica, while Bernardo Almeida, Mafalda Creative, and Afonso Santos will be linked to Sporting CP. The six creators are fans of the clubs they represent.
The strategy kicks off with two digital films that present the creators as NOS's new "signings" for the 2026/27 season, using the codes of football transfer announcements. The creators will be at the stadiums, from the NOS boxes, and will follow the clubs on their international trips, producing content about the most relevant moments of the season.
On September 7, the brand launches Creators' Cards, two carousels that present the six creators through different attributes, including "Humor," "Clubism," "Drip," "Superstition," and "Delulu." The activation also has a component inspired by football video games.
António Fuzeta da Ponte, director of brand and communication at NOS, says the company wants to be increasingly closer to fans, not just associated with the clubs, but living with them what makes this passion so special. The initiative is part of NOS's strategy to work on football through content and experiences, using creators as intermediaries between the brand, the clubs, and the fan communities, continuing the positioning "if it's important to you, it's important to us."
