---
title: Farewell Jersey | Hashtag Sports Awards
description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across sports entertainment content, campaigns, and creators.
image: https://www.hashtagsports.com/hubfs/awards/shortlist-2019/farewell-jersey.jpg
---

###  2019 Shortlist 

##### Farewell Jersey

**Entrant: **beIN SPORTS USA, VMLY&R Miami

Winner 🏆

- Best Real-Time Engagement

Nominee ✨

- Outstanding Use of Instagram

###### Share:

[** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2019%2Ffarewell-jersey) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2019%2Ffarewell-jersey&text=Farewell+Jersey+%7C+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2019%2Ffarewell-jersey)

![farewell-jersey](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2019/farewell-jersey.jpg?width=960&height=540&name=farewell-jersey.jpg)

How does this represent “Excellence in Engagement”?

For this activation, Excellence in Engagement came to life in two ways: the unique mechanics of how fans participated and the once-in-a-lifetime reward they received from the activation. In a fun, modern way, we offered 1,000 fans a meaningful way to say goodbye to their soccer idol.

For fans, this sets new standards for how brands allow for enhanced engagement, bringing them closer to the overall experience. We hope that through our efforts, we inspire other brands to innovate in similar ways, to think imaginatively about platform integration, and keep telling and promoting the stories which fans care about most.

**Objective:**

Playing for FC Barcelona for 21 years, Andres Iniesta’s retirement announcement from the club shook the soccer community. beIN SPORTS, the sole broadcaster of his LaLiga matches in the U.S., wanted to connect him with fans once more through the first-of-its-kind virtual, farewell jersey: his jersey personalized with fans’ signatures – a tradition he usually did for his fans.

**Strategy & Execution:**

As a network, we are always seeking opportunities to engage with our fans at a more intimate level. Soccer being a significant passion point in the lives of our fans, we knew that Iniesta’s retirement from FC Barcelona would have a huge impact on them – particularly to our large Barcelona and Spaniard fanbase. By developing a way for them to bid farewell to their “Capitán”, we positioned ourselves as more than a network delivering news and highlights, but one that wants to build stronger connection between the fans and their favorite players. Across the globe, fans were tweeting and sharing their sentiments over the announcement and expressed gratitude towards his years with Barcelona – we needed to do the same.

In a fully organic, integrated and reactive social activation, we encouraged fans everywhere to virtually sign their signature through Instagram Stories. Fans would take a screenshot of our story, trace their signature – leveraging a tool they were already familiar with using – and then would direct message the image back to us. This interaction was not only native to the platform, but natural and seamless for consumers.

**Production**

- beIN SPORTS USA
- VMLYR Miami

**Credits**

**[Juan Ochoa](https://www.linkedin.com/in/juancamiloochoamarketing/)**  
Marketing Director  
beIN SPORTS

**[Alex Villada](https://www.linkedin.com/in/alexvillada/)**  
Marketing Director  
beIN SPORTS

**[Karina de Armas](https://www.linkedin.com/in/karina-de-armas-61462a156/)**  
Senior Marketing Coordinator  
beIN SPORTS

**[Cesar Hernandez](https://www.linkedin.com/in/cesar-hernandez-13317b27/)**  
Creative Services Director  
beIN SPORTS

**[Edgar Gomez](https://www.linkedin.com/in/edgarjoseg/)**  
Senior Promotions Producer  
beIN SPORTS

**[Omar Saavedra](https://www.linkedin.com/in/omar-saavedra/)**  
Promotions Manager  
beIN SPORTS

**[Julian Roca](https://www.linkedin.com/in/julian-roca-a192634/)**  
Managing Director  
VMLY&R

**[Susana Santacoloma](https://www.linkedin.com/in/susanacarriazosantacoloma80/)**  
Group Account Director  
VMLY&R

**[Andrea Lopez](https://www.linkedin.com/in/andrealejandralopez/)**  
Account Supervisor  
VMLY&R

**[Kaitlin Castillo](https://www.linkedin.com/in/kaitlin-castillo/)**  
Assistant Account Executive  
VMLY&R

**[Federico Hauri](https://www.linkedin.com/in/federicohauri/)**  
Executive Creative Director  
VMLY&R

**[Cristian Duran](https://www.linkedin.com/in/cristianduranl/)**  
Senior Art Director  
VMLY&R

**[Felipe Suarez](https://www.linkedin.com/in/felipe-suarez-digital/)**  
Project Management Director  
VMLY&R

**[Nicolas Fernandez](https://www.linkedin.com/in/fernandeznicolas/)**  
Post Production Supervisor  
VMLY&R

#### Join the Engagement + Creative Elite

The Open Call for Entries to the 6th Annual Hashtag Sports Awards closes on March 4, 2024. Submit content and campaigns across more than 70 categories.

 

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