McCann Lima lifts sport Grand Prix

A PERUVIAN campaign that championed “the power of fandom” has taken home the 2026 Entertainment Lions For Sport Grand Prix.

Entered by McCann Lima on behalf of Club Deportivo Municipal, ‘The Thousand Sponsors of Muni’ was a highly original and commercially savvy response to a collapse in the soccer team’s on-field performance.

Instead of seeking a single headline sponsor (tough given the club’s poor results), the club secured 1000 micro-sponsorships with local businesses. It then created a unique shirt made up of a patchwork of all the sponsors’ logos.

The shirt became a focal point for civic pride and boosted the businesses that had backed the team during its crisis.

Jury President Shannon Washington, chief creative officer and managing partner, 11 Ounces, said jurors “loved how this campaign didn’t just stop with a jersey. The sponsors became part of the ecosystem of the team."

"The campaign signalled to other fans to support the businesses that supported their club. It sets a precedent for how teams and clubs behave moving forward."