Atlético de Portugal bet on a creative promotion strategy for the derby against Belenenses, which takes place at the National Stadium, Jamor. The Tapadinha team used The Weeknd's music as part of their marketing campaign for the game.
The musical choice was not random, since the Canadian singer's concert at Restelo Stadium forced the relocation of the Liga 3 match. The proximity of events at the same sporting venue led to the change of location for the match.
The derby between Atlético and Belenenses is a classic of Portuguese football, now won with a more modern and creative approach by the encarnado club, which sought to capture fans' attention through a connection to international pop culture.
With this original promotion, Atlético demonstrated adaptability to the unexpected circumstances created by The Weeknd's concert, turning complicated logistics into an opportunity for differentiated communication.
