The MorumBIS Rebranding Announcement

Stadium naming rights usually arrive with massive budgets and campaigns, but BIS had neither. The brand had to announce the MorumBIS rebranding, including the removal of the stadium's historic sign, with zero media investment, and without upsetting one of Brazil's most passionate fanbases. The announcement could not simply declare a name change. It had to respect history, honor fan sentiment and generate excitement, because for supporters the old Morumbi sign was a symbol, not just signage.

The answer was to make sure the letters of the original sign did not just disappear. BIS turned them into one-of-a-kind pieces and auctioned them off, giving fans the chance to take history home. The auction combined an online platform for fans with a symbolic event featuring football legends and influencers, and every cent raised was donated to Sao Paulo FC's Social Fund. By tracking reactions in real time, the team amplified positive sentiment as momentum built, keeping the activation lean while it spread far beyond the stadium.

The campaign worked by converting a moment of potential loss into fan participation: instead of watching a beloved symbol come down, supporters could own a piece of it, and the charitable donation reinforced the collective spirit of the gesture. The agency reports 237MM impacted people, 150+ media articles and 93% positive sentiment, all with no media investment. All information comes from Allison Worldwide's own case page, which does not state the campaign date, how the reach figure was measured, the amount raised at auction, or which legends and influencers took part.