Stake – The GOATs have arrived!

Brief

To gain international media attention for the Stake brand during the Copa America 2024.

Strategy

World Champions Argentina started its defence of the Copa America on 20 June 2024 against Canada and Press Box PR wanted to give the team a heroes’ welcome to Miami – the “home of Argentina” in the US.

Designed to grab media attention, the agency had Stake ambassador and Argentinian legend, Sergio Aguero, joined by a literal herd of goats, throwing down the gauntlet to competing nations, saying in very obvious terms, “The GOATs have arrived!”

The integrated campaign was designed to garner the attention of the masses, initiate debate from football fans and those outside of a traditional football sphere, while ultimately engaging the viewers and presenting Stake as a brand willing to push boundaries.

Results

The integrated campaign was launched across print, digital, social and broadcast media, securing 106 pieces of coverage (including 38 branded SEO links) on some of the biggest and best sports sites globally.

• Total reach: 1.7 billion
• Digital coverage views: 7.4 million
• SEO Value: £50,050
• Broadcast views (TV): 5.9 million
• Social media reach: 64 million