Bronze
Award
Hate it till we make it
Betano
Brazil
2026
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Let it out...Let it out...
Orkut...Orkut...
Awards...Awards...
It's written...It's written...
TV...TV...
Siberia...Siberia...
Complement...Complement...
Horror...Horror...
Marketing woman...Marketing woman...Entrant Company
Wieden+Kennedy SP
Entry Type
Product/Service
Launch Country
Brazil
Program
Clio Awards 2026
Medium Type
Professional
Medium
Social Media Craft
Category
Other
Betano renamed Brazil’s biggest football competition to Brasileirão Betano with a campaign of just two words: “Brasileirão. Betano.” Literally repeating the sponsorship name.
Loved at first and hated after months on air, the ad sparked massive backlash. Instead of pulling it, Betano embraced the hate with “Hate It Till We Make It,” answering critics with tailor-made video and personalized content. Backlash turned into hype, and haters became fans, making Brasileirão Betano one of the most talked-about sponsorships in Brazilian football.
Executions
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