--- title: The Unnoticed Sponsorship | 8th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/XJJxrNwZ-2HiuNgzE1u-file.jpg --- The Unnoticed Sponsorship | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # The Unnoticed Sponsorship [End to End](https://grupoendtoend.com.br) ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) Hashie Winner - Best Engagement for Good ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) Fan's Voice Winner - Most Creative Partnership ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/XJJxrNwZ-2HiuNgzE1u-file.jpg?width=1920&height=1080&name=XJJxrNwZ-2HiuNgzE1u-file.jpg) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fthe-unnoticed-sponsorship) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fthe-unnoticed-sponsorship&text=The+Unnoticed+Sponsorship+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fthe-unnoticed-sponsorship) ABOUT THIS ENTRY The Unnoticed Sponsorship turned an invisible disease into a visible warning. In partnership with Instituto Melanoma Brasil, we used Botafogo’s official jersey to raise awareness about melanoma, responsible for 75% of skin cancer deaths in Brazil, despite having up to a 93% survival rate when detected early. Over two months and 12 official matches, a small spot on the jersey grew from 4mm to 6mm, reflecting the silent progression of the disease. The reveal happened during a press conference, transforming subtle exposure into a powerful message about early diagnosis. With no paid media, the campaign generated over 50 million impressions, R$60 million in earned media, and a 25% increase in Google searches for “melanoma” in Brazil. How does this represent "Excellence in Engagement"? This campaign represents excellence in engagement by transforming passive exposure into active curiosity and action. Instead of interrupting the audience, the idea integrated seamlessly into football culture, one of the most engaging environments in Brazil. The gradual change in the jersey created a narrative that invited attention, speculation, and discussion over time. Fans, media, and the general public became part of the story, trying to understand the meaning behind the growing spot. This sustained engagement culminated in a clear and impactful reveal, which converted curiosity into awareness and action, as seen in the spike in searches and conversations. By combining cultural relevance, simplicity, and a clear narrative, the campaign drove strong organic engagement. Objective The objective was to make melanoma visible and increase awareness about the importance of early diagnosis. In Brazil, melanoma is responsible for 75% of skin cancer deaths, despite having up to a 93% survival rate when detected early. The challenge was that melanoma is often perceived as distant or invisible, which reduces urgency and awareness. The campaign aimed to transform this invisible threat into something impossible to ignore, encouraging people to recognize early signs and seek medical attention. To achieve this, we used football — the country’s most powerful cultural platform — to bring the issue into everyday life, reaching millions of people in a context where attention and emotion are naturally high. Strategy & Execution The strategy was to turn invisibility into visibility through progressive storytelling. We used Botafogo’s official jersey as the media platform. A small spot appeared on the back of the shirt at 4mm and grew to 5mm and then 6mm over two months and 12 official matches, reflecting the silent progression of melanoma. The evolution happened naturally across matches, TV broadcasts, interviews, social media, Botafogo TV, player announcements, stores, and even the mascot, ensuring consistent exposure without disrupting the game. No explanation was given during the activation, allowing curiosity and attention to build over time. The campaign culminated in a press conference, where the purpose was revealed, transforming subtle repetition into a powerful awareness message about early diagnosis. With no paid media, the strategy relied on cultural relevance and consistent storytelling to scale. ** 3x Nominations ** - Most Creative Partnership - Best Engagement for Good - Best Social Media Campaign **Organizations** - End to End - Arena 23 - Instituto Melanoma Brasil - Botafogo de Futebol e Regatas **Links** - [  Website ](https://opatrocinioqueninguemviu.com.br/) **Featured** - Botafogo first team players and club media channels (Botafogo TV and social media platforms). **Credits** **[ Alexandre Mota](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative End to End **[ Bruno Brum](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Strategy End to End **[ Levy Oliveira](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative End to End **[ Ney Ferreira](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Account Management End to End **[ Rodrigo Azevedo](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative End to End **[ Wagner Ponce](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative End to End **[ Becca Purice](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Area 23 **[ Chinkara Singh](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Area 23 **[ Connor Reilly](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ David Adler](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Area 23 **[ Diego Torgo](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Fernando Riveros Butorvic](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Jason Graff](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Jesse Young](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Larry Kirschner](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Tim Hawkey](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Victor Toyofuku](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Viton Araujo](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Area 23 **[ Hubert Padowski](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Jakub Grobelny](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Lukasz Szyszka](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Maciej Mizer](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Magdalena Burzykowska](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Marcin Gibowski](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Ars Thanea **[ Peter Jaworowski](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Ars Thanea **[ Jayme Monsanto](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Sonido **[ Jimmy Gressler](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Production Sonido **[ Lucas Duque](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Creative Sonido **[ Vava Mayrink](https://www.hashtagsports.com/awards/shortlist-2026/N/A?hsLang=en) ** Account Management Sonido #### INSPIRED TO ENTER WORK? 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