Recent years have seen a 251% increase in reports of misogyny and oppression against women on the internet, according to SaferNet, Brazil’s largest organization advocating for human rights in the virtual environment. When it comes to football broadcasts, female sportscasters are one of the main targets of haters on social media. This work is a necessary social experiment to prove that offensive comments directed at female sportscasters on social media have nothing to do with their qualifications. LAY’S was responsible for introducing the first female sportscaster to cover a UEFA Champions League match in Brazil. Supporting women in football is already part of the brand’s purpose.