The Players’ Tribune’s Juntas
The 6th Annual Awards
- Best Athlete Storytelling
ABOUT THIS ENTRY
Around the 2023 Women’s World Cup, The Players’ Tribune Brazil team set out to leverage their storytelling power to elevate the stories of the Brazilian Women’s team in a new docuseries, "Juntas" (meaning 'Together' in Portuguese). This new series showcased the journeys of Kerolin, Bia Zaneratto and Tamires - three athletes from three different generations united in their quest to conquer the first star for the Brazilian Women's National Team at the 2023 Women’s World Cup.
How does this represent “Excellence in Engagement”?
The Players’ Tribune’s ‘Juntas’ brought a unique combination of storytelling and distribution to the 2023 Women’s World Cup, connecting fans to the players in a way that is usually reserved for the men’s game.
Each episode of the three part series focused a different aspect of the athletes’ stories: their beginnings—where they opened up about their childhoods and how their passion for football came about—their challenges—how they battled bias and discrimination as women in sports—and their hopes for the World Cup and beyond—their expectations for the tournament and how they believe that by sharing their stories they are able to move the sport forward and make the path to success more accessible to the next generation of women footballers. By sharing these never-before-shared stories and experiences, ‘Juntas’ brought fans closer than ever to the Brazilian team and provided much needed content around the unique struggles female footballers face.
Objective
Since its inception The Players’ Tribune has been the blueprint for athlete-led content, building its brand on a foundation of trust with the athlete community that is unmatched in the market. With this trust, The Players’ Tribune has become the number one destination for athletes around the world to share their stories, both big and small, in the ways that they are most comfortable. In 2021, The Players’ Tribune expanded into the Brazil market bringing premium athlete-first storytelling to one of the largest sports fandoms in the world.
Entering this new domain did not change the brand’s ethos or mission to amplify every athlete’s voice - especially those who are often underrepresented. Around the 2023 Women’s World Cup, The Players’ Tribune Brazil team set out to leverage their storytelling power to elevate the stories of the Brazilian Women’s team in a new docuseries, ”Juntas” (meaning ’Together’ in Portuguese).
This new series showcased the journeys of Kerolin, Bia Zaneratto and Tamires - three athletes from three different generations united in their quest to conquer the first star for the Brazilian Women’s National Team at the 2023 Women’s World Cup.
Strategy & Execution
Created in partnership with the Brazilian Football Confederation, TPT’s docuseries ‘Juntas’ followed the stories of three incredible athletes from three different generations as they came together to compete for the title of Women’s World Cup Champions - Kerolin, who was competing in her first ever World Cup tournament, Bia Zaneratto, who has been one of the most experienced players on the national team & Tamires, the Brazilian captain who was playing in what could very well be her last ever World Cup.
Understanding that today’s sports fans are overloaded with sports content daily—especially during tentpole moments such as the World Cup—The TPT Brazil team strategically launched ‘Juntas’ across various digital & in-person channels. The series was distributed across their owned channels as well as the official channels of the Brazilian national team (connecting with over 2.6M + followers) and the Brazilian Football Confederation (16.6M + followers).
Additionally, ‘Juntas’ reached audiences via broadcast, airing on Sportv as well as being featured in segments on Esporte Espetacular, the main weekend sports program on TV Globo, largest Brazil’s free-to-air channel & CazeTV.
The series was further promoted via an Out of Home activation in Sao Paulo, with posters of the athletes strategically placed in over 500 locations.
Organizations
- The Players’ Tribune Brazilian Football Confederation
Links
Featured
- Bia Zaneratto
- Kerolin
- Tamires
Credits
Kerolin N/A
The Players' Tribune Contributor
The Players' Tribune
Bia Zaneratto
The Players' Tribune Contributor
The Players' Tribune
Tamires N/A
The Players' Tribune Contributor
The Players' Tribune
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
