Footballco, the football media and culture company best known for its global football brand, GOAL, has launched a Brazilian edition of its women’s football brand INDIVISA.
Rather than focusing on scores and fixtures in competitions like Brazil’s Brasileirão Feminino and Copa Libertadores Femenina, INDIVISA focuses on the culture around the game, players' stories, and the sport's entertaining side.
This strategy follows the successful approach INDIVISA has taken in other markets, including the UK, Italy, Germany, and the Middle East.
Live now on Instagram. TikTok and X, there are plans in place to bring INDIVISA in Brazil to YouTube and the web, with a dedicated home on Footballco’s GOAL website planned for the future.
Content on INDIVISA will lean heavily into meme culture and speak to fans in a tone and language they’re used to. As with other editions, INDIVISA in Brazil follow the brand’s mantra of ‘more women in football’ and champion female creators and fans, putting them at the centre of short-form video content seen across the channel.
Chief editor for INDIVISA in Brazil, Daniela Goncalves, said: “We recognise that while the hardcore audience for women’s football in Brazil is growing, there’s a large audience who follow the game casually during the season and focus on big matches and major international tournaments. This same fanbase is interested not just in what happens on the pitch, but in what surrounds it and the sport's wider cultural footprint. This is the audience we’re creating for.”
“We also recognise that young Brazilian fans are very online. Which is why you can expect to see a lot of memes and fun content across the channel as we engage with fans in ways that feel culturally relevant”
With the Women’s World Cup in Brazil in 2027, Footballco expects the Brazilian edition of INDIVISA to be as popular with brands as it is with fans. Since launching in 2022, brands including Nike, Adidas, e.l.f. Beauty, and Google have partnered with INDIVISA to reach its young female fan base.
Gustavo Franceschini, LATAM Partnerships Director for Footballco said: “The growth of women’s football has opened up commercial opportunities for brands both endemic and non-endemic to football, but where we’ve seen the real growth is with those who understand that there’s more to women’s football than what happens on the pitch.
“There are new stories, unique cultures and ways to connect with fans that present different opportunities from what we’ve seen in the men’s game. What we’re offering is an opportunity to be part of this, with a brand that’s culturally Brazilian but built from Footballco’s global experience in women’s football”.
