Watching the cup on YouTube and loving it? Thanks to Patricia Muratori
The day before Brazil’s World Cup debut in Qatar On November 24, against Serbia, almost 2 million people had already gathered on the CazéTV YouTube channel from streamer Casimiro. The number, which would already be impressive in a country that traditionally watches the games on television (preferably with Galvao Bueno’s narration, right?), reached a higher level of 3.712 million viewers, breaking the Brazilian live simulcast record. On Youtube. In the second match, against Switzerland, last Monday (28), it was the turn of a world record 4.9 million connected devices. Behind this successful strategy is a powerful woman. Patricia Muratori, Director of YouTube Brazil.
A leader with substance feminine feeling Patricia, mentioned in CLAUDIA, mentions the feat, but values the previous construction of this case; “It’s not about having the Cup. Having the Cup on YouTube is a big deal, but a big event can’t go on without building a whole story, that’s the way we have it.”
With all sponsorship quotas sold for broadcasts (a total of 22 matches, excluding highlights, reactions With Casimiro’s priceless commentary and also short videos (in the YouTube Shorts format), the unprecedented initiative, in collaboration with LiveMode, had the challenge of innovating the way the national passion is represented.
“How to bring engagement from content to platform?” asks Patricia. The enthusiastic comments of the fans in the chats of the TV channel show that it was really possible to bring the heat of the field to a virtual environment. There are even shouts of ola and ole.
FOOTBALL FOLLOWING ON YOUTUBE
“Two years ago, we created this sports vertical in our team. Obviously, soccer in Brazil carries most of this content. The country can be a big mass laboratory for YouTube from all over the world, because we are talking about a national passion,” recalls Patricia. The focus is on balancing the tripod, formed by those who view the content, those who produce it, and the brands that support the projects.
“We had the opportunity to bring the contract in 2021 Poland, both men’s and women’s and under-20s, all championships.” The result was more than 81 million views, of which 73 million were live. For Paulistão 2023, 67 matches have already been confirmed to be broadcast on YouTube.
FOOTBALL EVERYWHERE!
As part of efforts to appreciate football on the platform, YouTube Shorts re-ignited history Arthur Friedenreich the Tiger, the last Black Consciousness Day. In 1921, the legendary Brazilian football player could not join the Brazilian national team because he was black. A fundamental figure in the fight against racism in sports, the Brazilian star scored 595 goals in 650 games (yes, a career goal average higher than Pele’s). But public recognition of its relevance still falls short of its importance. To fill this huge void, since last November 25, the athlete has been the subject of an exhibition at the Football Museum in Sao Paulo.
“We’ve seen a lot of interest and growth. Our big thermometer is what is important to people. Searches are conducted during campaign activation days Arthur Friedenreich On Google. We bring more people to the platform based on genuine interest, which is why we bring the World Cup as part of a bigger project,” concludes Patricia. Let the guaranteed place in the 1/8 finals of the World Cup and the success of the games on the Internet become a sign of the emergence of new frontiers for football in the country. #vemhexa
