Women's World Cup and Women's Brasileirão Neoenergia, in addition to The Town festival, reinforced the company's presence in the music and sports industries

Rio de Janeiro (RJ), September 29, 2023

The third quarter of 2023 was marked by major sporting and entertainment events in Brazil and around the world. In three months, the women's soccer World Cup and the final phase of the Women's Brasileirão were held, in addition to The Town festival. In common, these events were supported by Neoenergia, which has established itself as one of the leading brands in the electricity sector in the promotion of women's sports and music.

In the months of July and August, the 2023 Women's World Cup was held in Australia and New Zealand. According to FIFA, this year's edition recorded historic competition records in terms of stadium attendance (1.97 million people) and revenues (US$ 570 million). In Brazil, it was the most watched Women's World Cup of all time, according to the broadcasting rights holder.

“Our marketing strategy during the competition was to combine two relevant voices in world sports, the strikers Rodrygo and Geyse - the superstars of Real Madrid and Barcelona, respectively - to call on the population to cheer for the players and celebrate women on a daily basis. The videos of the #NossaVez campaign were shown on open television, on our social networks, on the athletes' profiles and with the press, being considered one of the best campaigns for the event in the world by El País” , explains Lorenzo Perales, Marketing Director of Neoenergia.

At the beginning of September, the finals of the Neoenergy 2023 Women's Brasileirão were held. Played between Corinthians and Ferroviária — with the victory of the team from the capital of São Paulo, the return match held at the Neo Química Arena registered the largest audience at a women's club soccer match in South America: 42,556 people were present at the final.

The company was in the spotlight throughout the contest, with Neoenergia composing the name of the competition and the brand present in every stadium and in the digital content, engaging people with women's soccer. “Neoenergia is a pioneer in the energy sector in encouraging women's sports, stimulating gender equity throughout society. In addition to major competitions, we have a team of ambassadors who are references in other sports, endorsing the brand as a supporter of the issue and the industry leader in supporting women's sports”, highlights Lorenzo Perales.

In the first two weekends of September, Neoenergia was also present at The Town festival, by the group Rock World - the same organizers of Rock in Rio. The partnership, announced in July, marked the company's entry into national entertainment megafestivals.

For the event, Neoenergia launched the #PelaDescarbonização movement, which connects the objectives of the company and the festival in favor of sustainable development in its areas of acting. A jingle/music-manifesto was developed with the Bahian band Afrocity to promote the initiative. In addition, the company supplied solar-powered light poles and electric trolleys that were used by The Town organization as a way to minimize the impacts caused by the emission of carbon dioxide. For each person attending the festival, the company will also exchange inefficient light bulbs for LEDs in hospitals, public schools, and underserved communities. These actions are part of the Neoenergy Energy Efficiency Program, regulated by the National Electric Energy Agency (ANEEL).

“The company's commitment to sports and entertainment brought positive returns to NeoEnergia's image. Marketing actions have reinforced with the population that we are a company committed to our pillars of action, such as sustainable development and gender equity. This is the main role of marketing: to bring to our target audience the messages we want to convey”, comments Lorenzo Perales.