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After many years, Mahou returned as the Official Sponsor of LaLiga —a milestone that upended all initial plans and challenged us to find the most powerful way to communicate such a long-awaited partnership for the brand. This was where it all began—when no one expected it. A challenge that had to weave in the brand’s new purpose, ‘the value of coming together,’ to keep building consistently. And with it came the big question: what to say in a field as crowded as football, and how to say it while staying true to Mahou’s DNA—‘for everyone and belonging to everyone’?

The idea was not to talk about the match, but about the act of coming together. This led to the creation of the ‘Anthem of Togetherness’ with one of the most international bands of the moment, Morat. A song whose lyrics say that life is not about winning, but about finding one another—aiming to transcend the pitch and resonate with both die-hard fans and casual followers, while staying true to the brand’s essence and purpose. o generate immediate impact and awareness, the anthem was performed live ahead of the Madrid derby and at Mahou’s own campaign launch event in the city. From there, the campaign unfolded, resonating across every LaLiga stadium.

It was an exceptionally complex project—not only because of the speed of response demanded by the sudden change of plans, but also due to the sheer number of players and stakeholders involved: Warner Music, Morat, LaLiga, Mahou, MediaPro, among others. Today, the anthem has surpassed 25 million plays on the band’s official Spotify channel.