Bayer 04 Leverkusen & Samba Digital: A Winning Collaboration Bringing the Bundesliga to Brazil

A strategic partnership since May

In May 2025, Bayer 04 Leverkusen partnered with Samba Digital to accelerate their growth and presence in the Brazilian market, a country with deep cultural and footballing ties to the club.

Our mission: build an authentic connection with Brazilian fans through locally relevant content, dedicated Portuguese channels, and culturally resonant activations.

Since the start of our collaboration, we have:

• Launched and managed Bayer 04’s Portuguese Instagram and WhatsApp channels.

• Developed a content strategy designed for local tastes and football culture.

• Collaborated with Official Club Legend Paulo Sérgio and several other former Brazilian Bayer 04 players, a unique tactical move that reinforced the emotional bond with fans and amplified the club’s voice in Brazil.
  

Authentic local content driving growth

Our “local-first” approach has been at the heart of the strategy, from the tone of voice to the imagery and storytelling, everything is tailored to resonate with Brazilian fans.

The results after just a few months are exceptional:

• +338% follower growth (+27.3K) across Portuguese channels

• 10.3M video views

• 448K engagements

• 12% engagement rate on Instagram

These numbers reflect not only the relevance of the content but also the strength of the strategy in building an engaged, growing community.

The Brazil Tour : A milestone in the journey

The July 2025 Brazil Tour was a major highlight in our partnership, an opportunity to bring the club physically closer to its Brazilian audience.

During the 10-day stay in Rio, we combined on-the-ground activations with digital storytelling to maximise impact:

• A giant sand sculpture of the Bayer 04 jersey on one of Rio’s most famous beaches.

• An aerial banner flying over the coastline with the message: “BAYER 04 BRAZIL TOUR 25 – OBRIGADO, RIO”.

• Behind-the-scenes and cultural content showcasing the team’s experiences, from visiting Christ the Redeemer to attending the Fla-Flu derby.

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  Une publication partagée par Bayer 04 Leverkusen (@bayer04fussball)

Global expertise, local impact

This collaboration demonstrates how blending cultural immersion with creative brand activations can transform a pre-season tour into a powerful market entry strategy. By aligning Bayer 04 Leverkusen’s identity with Brazil’s passion for football, Samba Digital created moments that transcended the sport, leaving both a digital footprint and a lasting emotional connection with fans.

From launching local channels to executing large-scale activations, Samba Digital has combined global reach with deep local insight to connect Bayer 04 Leverkusen to Brazilian fans in a meaningful way.
This partnership is just getting started, and the success so far shows the potential for even greater impact in the months ahead.

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Une publication partagée par Bayer 04 Leverkusen (@bayer04fussball)