Beyond sponsoring the NBA, Hellmann’s wanted to become an active part of the league’s culture in Brazil.
The challenge was clear: to transform the brand into a legitimate cultural player, not through advertising rhetoric, but through concrete action, authentic presence, and real relevance.
With the mission of strengthening ties with the fan community, the brand created Boteco Hellmann’s, an immersive, free-of-charge experience designed for those who “have the sauce”. More than a simple viewing party, it was a space where basketball fans could experience fashion, food, music, entertainment, and, of course, the Playoffs, all together with the irresistible flavor of Hellmann’s. In São Paulo, tickets sold out in just 1 minute and 30 seconds, while sales of the flavored mayonnaise line grew by 62% during the campaign.
Social media played a key role in amplifying the experience. The season kicked off with TV host Marcos Mion covering the All-Star Game, showing how the NBA can transform an entire city. To bring this atmosphere home, we launched five short films highlighting essential NBA cultural elements — fashion, the kiss cam, fans in the arena, referees, and the loyal supporters watching from their couches. Each film showed that whenever Hellmann’s joined the game, it was impossible not to gather friends and enjoy the experience together. These stories ran during game intervals, on YouTube, and across social platforms, where shorter cuts fueled engagement among the community.
To truly “own the paint,” we brought the concept to life with Boteco Hellmann’s, recreated in São Paulo and Porto Alegre during the conference finals. These themed, fully instagrammable spaces were designed as social-first experiences, where every detail invited fans and influencers to generate content. More than just watching basketball, they lived it — with music, fashion, food, and plenty of mayonnaise as the connective tissue.
In the end, Hellmann’s did more than sponsor the NBA. It built a cultural bridge between the league and Brazilian fans, positioning the brand not only at the table but also at the very heart of the community that celebrates the sport.
