How 1000 Small Sponsors Helped Save a Football Club

When Deportivo Municipal lost its main sponsor after being relegated to Peru’s third division, the club needed a new way to fund its comeback.

Instead of chasing one major brand, it turned to 1 000 small businesses.

Created with McCann Lima, The Thousand Sponsors of Muni invited local shop owners and entrepreneurs to become official club sponsors for between 200 and 400 soles, around €50 to €100.

The shirt was then redesigned as a grid of 1 000 tiny spaces, with each business getting its own logo beneath the club’s famous red sash.

The shirt was then redesigned as a grid of 1,000 tiny spaces, with each business getting its own logo beneath the club’s famous red sash.

But the idea went beyond logo placement. Sponsors could sell official merchandise, use the players in their advertising and gain recognition as verified supporters within the Muni community.

The club filled all 1,000 slots in three months, raising 254,000 soles, roughly €65,000, and reaching more than 10 million people.

Rather than relying on a single company, Deportivo Municipal turned its supporters and local businesses into a collective sponsorship model.

The campaign later won the Entertainment for Sport Grand Prix at Cannes Lions 2026, along with two Bronze Lions in PR and Design.

Bravo

Credits

Club Deportivo Municipal (Muni)
McCann Lima

4 August 2026