{"id":14958,"date":"2026-07-16T13:54:34","date_gmt":"2026-07-16T11:54:34","guid":{"rendered":"https:\/\/lfchannel.com\/?p=14958"},"modified":"2026-07-17T14:07:59","modified_gmt":"2026-07-17T12:07:59","slug":"mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial\/","title":{"rendered":"M\u00e9s enll\u00e0 del terreny de joc: aix\u00ed han disputat el seu partit les campanyes de PR al Mundial"},"content":{"rendered":"<p>Durant bona part d&#8217;aquest any, el focus medi\u00e0tic ha estat posat en la celebraci\u00f3 de la <strong>Copa del M\u00f3n de la FIFA 2026<\/strong>. Marques d&#8217;arreu del m\u00f3n han volgut <a href=\"https:\/\/lfchannel.com\/ca\/la-importancia-de-les-relacions-publiques-en-lesport\/\" target=\"_blank\" rel=\"noopener\"><strong>fer-se un lloc en la narrativa d&#8217;aquest gran esdeveniment futbol\u00edstic<\/strong><\/a>, atretes per la seva dimensi\u00f3 i l&#8217;enorme abast global. Avui dia, ja no cal ser patrocinador oficial perqu\u00e8 es parli de la teva marca: <strong>amb una estrat\u00e8gia de comunicaci\u00f3 ben definida, qualsevol pot colar-se en la conversa.<\/strong><\/p>\n<p>I aix\u00f2 ja no \u00e9s nom\u00e9s una q\u00fcesti\u00f3 de creativitat. En un aparador medi\u00e0tic tan fragmentat, no n&#8217;hi ha prou amb apar\u00e8ixer a la televisi\u00f3 durant els partits, <strong>cal construir un relat<\/strong> que tamb\u00e9 tingui pres\u00e8ncia als tel\u00e8fons m\u00f2bils, a les xarxes socials i en el debat p\u00fablic. El consum multipantalla s&#8217;ha convertit en la norma, i <a href=\"https:\/\/lfchannel.com\/ca\/com-sinforma-la-generacio-z\/\" target=\"_blank\" rel=\"noopener\"><strong>els creadors de contingut han passat a ocupar un paper cada vegada m\u00e9s estrat\u00e8gic<\/strong><\/a> dins de les campanyes, sovint per davant de la mateixa inversi\u00f3 en mitjans tradicionals. Saber aprofitar aquest ecosistema \u00e9s el que avui marca la difer\u00e8ncia entre una marca que es recorda i una altra que desapareix enmig de tant soroll.<\/p>\n<p>Com que no \u00e9s el mateix donar l&#8217;assist\u00e8ncia que marcar el gol, repassem les <strong>campanyes de comunicaci\u00f3 i relacions p\u00fabliques<\/strong> que han sabut culminar la jugada durant la<strong> Copa del M\u00f3n de la FIFA 2026<\/strong>, incorporant tamb\u00e9 algunes accions publicit\u00e0ries que van contribuir a definir el resultat.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial\/#Levis_i_la_seva_gran_lona\" >Levi&#8217;s i la seva gran lona<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial\/#Jumpers\" >Jumpers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial\/#Adidas_i_%C2%ABBackyard_Legends%E2%80%9D\" >Adidas i \u00abBackyard Legends\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/mes-enlla-del-terreny-de-joc-aixi-han-disputat-el-seu-partit-les-campanyes-de-pr-al-mundial\/#Air_Transat\" >Air Transat<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Levis_i_la_seva_gran_lona\"><\/span>Levi&#8217;s i la seva gran lona<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Com hem esmentat anteriorment, ja no cal ser patrocinador oficial per fer-se un lloc al voltant de la gran cita mundialista. I Levi&#8217;s n&#8217;ha estat un bon exemple.<\/p>\n<p>Una de les seus de la Copa del M\u00f3n de la FIFA 2026 on s&#8217;han disputat alguns dels partits m\u00e9s destacats del torneig \u00e9s el Levi&#8217;s Stadium, un estadi patrocinat per la marca. Tanmateix, la normativa d&#8217;\u201destadi net\u201d de la FIFA obliga a cobrir qualsevol marca que no sigui patrocinadora oficial de la competici\u00f3. Com que Levi&#8217;s no ho era, la companyia va haver de tapar el logotip del seu propi estadi amb una gran lona blanca que, tot i aix\u00ed, deixava entreveure la seva ic\u00f2nica silueta.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14896\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2026\/07\/campana_levis_Estadio.webp\" alt=\"Campa\u00f1a Levi's Stadium\" width=\"730\" height=\"381\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Imatge de <a href=\"https:\/\/www.forbesargentina.com\/negocios\/de-levis-gillette-como-marcas-contrato-oficial-quitan-protagonismo-sponsors-oficiales-mundial-n93185\" target=\"_blank\" rel=\"noopener\">Forbes Argentina<\/a>.<\/strong><\/p>\n<p>Lluny de perjudicar la seva visibilitat, la simple silueta era suficient perqu\u00e8 els aficionats identifiquessin de qui era el logotip, y Levi&#8217;s va saber aprofitar el moment amb un <strong>rebranding especial:<\/strong> \u00abWelcoming the world to the beautiful [redacted] stadium!\u00bb (\u201cDonant la benvinguda al m\u00f3n al magn\u00edfic estadi [censurat]!\u201d)<\/p>\n<p>La marca no es va quedar aqu\u00ed, sin\u00f3 que va portar la lona fins al terreny del producte amb una col\u00b7lecci\u00f3 limitada sota el lema <strong>\u00abSo everyone knew? <\/strong><strong>The limited edition [redacted] tee is now available on levi.com\u00bb<\/strong> (<em>\u00ab<\/em>Aix\u00ed que tothom ho sabia? La samarreta d&#8217;edici\u00f3 limitada [censurada] ja est\u00e0 disponible a levi.com<em>\u00ab<\/em>), estenent la viralitat a una pe\u00e7a que els seus seguidors podien comprar i portar posada.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14900\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2026\/07\/campana_levis_ropa.webp\" alt=\"Campa\u00f1a de ropa de la marca Levi's \" width=\"730\" height=\"381\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Imatge de <a href=\"https:\/\/www.reasonwhy.es\/actualidad\/levis-camiseta-logotipo-oculto-restricciones-mundial\" target=\"_blank\" rel=\"noopener\">Reason Why.<\/a><\/strong><\/p>\n<p>Levi&#8217;s va convertir el que podria haver estat un cop a la seva visibilitat en una campanya de comunicaci\u00f3 rodona, sense invertir en mitjans, <strong>va aconseguir que es parl\u00e9s de la marca en plena pol\u00e8mica<\/strong> pel veto de la FIFA als patrocinadors no oficials. Una lli\u00e7\u00f3 de com les millors campanyes de comunicaci\u00f3 no sempre neixen d&#8217;un gran pressupost, sin\u00f3 de saber llegir el moment i reaccionar amb rapidesa.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Jumpers\"><\/span>Jumpers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Jumpers est\u00e0 construint una narrativa molt reconeixible al voltant de l&#8217;humor, l&#8217;atreviment i la capacitat d&#8217;aprofitar els temes del moment sense necessitat de jugar segons les \u201cnormes no escrites\u201d.<\/p>\n<p>En aquest context, la companyia va preparar un dels moviments m\u00e9s importants de la seva hist\u00f2ria, <strong>el patrocini oficial de la selecci\u00f3 espanyola<\/strong> durant la Copa del M\u00f3n de la FIFA. La limitaci\u00f3 era evident: un pressupost desmesurat i una gran compet\u00e8ncia per part d&#8217;altres marques. La soluci\u00f3? <strong>Patrocinar la selecci\u00f3 espanyola oficial, per\u00f2 de petanca.<\/strong><\/p>\n<p>Per anunciar-ho, Madrid es va despertar amb una enorme lona en qu\u00e8 la marca proclamava amb orgull ser patrocinadora de la selecci\u00f3 espanyola. Al produir-se dies abans de l&#8217;inici del torneig, la publicitat feia pensar que Jumpers patrocinava la selecci\u00f3 espanyola de futbol. Tanmateix, a la part inferior de la lona s&#8217;aclaria: \u201cDe petanca\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14904\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2026\/07\/campana_jumpers_lona.webp\" alt=\"Campa\u00f1a de jumpers, patrocinador de la selecci\u00f3n espa\u00f1ola de petanca\" width=\"730\" height=\"381\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Imatge de <a href=\"https:\/\/www.elpublicista.es\/anunciantes\/jumpers-cuela-conversacion-mundial-falso-patrocinio-seleccion\" target=\"_blank\" rel=\"noopener\">ElPublicista.<\/a><\/strong><\/p>\n<p>Els impactes no van trigar a arribar. Tant els mitjans de comunicaci\u00f3 com les xarxes socials es van fer ress\u00f2 del nou patrocini de Jumpers, demostrant que la jugada havia funcionat. La marca ha constru\u00eft una personalitat molt definida a trav\u00e9s de <strong>campanyes visuals, directes, humor\u00edstiques i f\u00e0cils d&#8217;entendre.<\/strong><\/p>\n<p>M\u00e9s que una acci\u00f3 puntual, aquest moviment confirma una estrat\u00e8gia de comunicaci\u00f3 molt coherent. Jumpers no pret\u00e9n assemblar-se a la resta de marques que competeixen per ocupar el centre del terreny de joc, prefereix trobar un espai propi des d&#8217;on diferenciar-se i guanyar-se una identitat reconeixible.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Adidas_i_%C2%ABBackyard_Legends%E2%80%9D\"><\/span>Adidas i \u00abBackyard Legends\u201d<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Una altra campanya destacada \u00e9s la de la marca esportiva Adidas, la qual es va sumar a aquest partit amb un espot publicitari i una alineaci\u00f3 d&#8217;estrelles que reunia a Messi, Bad Bunny i Timoth\u00e9e Chalamet, amb llegendes de l&#8217;esport com Zidane i Beckham entre d&#8217;altres.<\/p>\n<p>La pe\u00e7a va m\u00e9s enll\u00e0 d&#8217;un simple anunci convencional pel seu disseny i magnitud. Es tracta d&#8217;una producci\u00f3 publicit\u00e0ria que <strong>combina futbol, cinema i m\u00fasica<\/strong> d&#8217;una manera en la qual no s\u2019havia vist fins ara. La forma tan singular en qu\u00e8 apareixen aquestes icones dels seus respectius \u00e0mbits genera un inter\u00e8s medi\u00e0tic que, habitualment, aquest tipus d&#8217;espots no aconsegueixen despertar.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14908\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2026\/07\/campana_adidas.webp\" alt=\"Campa\u00f1a Adidas para el Mundial\" width=\"730\" height=\"381\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Imatge de <a href=\"https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/messi-chalamet-bad-bunny-mismo-partido-adidas-convierte-mundial-2026-cine\">Marketing Directo<\/a>.<\/strong><\/p>\n<p>A m\u00e9s de l&#8217;anunci, el <em>crossover<\/em> va generar un gran volum d&#8217;interaccions a les xarxes que van anar m\u00e9s enll\u00e0 de la mateixa campanya, convertint una pe\u00e7a publicit\u00e0ria en un tema de conversa que va transcendir el p\u00fablic futbol\u00edstic. I \u00e9s precisament aqu\u00ed on rau el motiu pel qual mereix un lloc en aquesta llista. Tot i que el vehicle va ser la publicitat pura, la seva <strong>capacitat de generar titulars, cobertura i conversa<\/strong> per si mateixa \u00e9s justament all\u00f2 que persegueix qualsevol campanya de comunicaci\u00f3.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Air_Transat\"><\/span>Air Transat<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u00c9s ben sabut per tota l&#8217;afici\u00f3 d&#8217;aquest esport que el preu mitj\u00e0 de les entrades per als partits de futbol acostuma a ser massa elevat, i aix\u00f2 tamb\u00e9 passa, per descomptat, amb la Copa del M\u00f3n de la FIFA, fins al punt que han arribat a duplicar o fins i tot triplicar el preu d&#8217;un vol transoce\u00e0nic. Aquest \u00e9s un tema recurrent, com demostren les converses a les xarxes socials, i Air Transat, aerol\u00ednia canadenca, va saber veure-hi una <strong>oportunitat de <\/strong><a href=\"https:\/\/lfchannel.com\/ca\/newsjacking-etic-comunicacio-corporativa\/\" target=\"_blank\" rel=\"noopener\"><strong>newsjacking<\/strong><\/a>.<\/p>\n<p>En lloc de quedar-se al marge de la conversa, la va convertir en l&#8217;eix central de tota la seva campanya. La idea era <strong>comparar<\/strong> en temps real <strong>el preu de les entrades dels partits <\/strong>de cada selecci\u00f3 amb el cost de volar fins a aquests pa\u00efsos, com Fran\u00e7a, Portugal o M\u00e8xic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14912\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2026\/07\/campana_airtransat.webp\" alt=\"Campa\u00f1a de Air Transat para el Mundial\" width=\"730\" height=\"381\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Imatge de <a href=\"https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/entradas-mundial-estan-nubes-campana-explota-forma-sublime\">Marketing Directo.<\/a><\/strong><\/p>\n<p>La for\u00e7a d&#8217;aquesta campanya rau precisament en el mateix mecanisme que fa funcionar les relacions p\u00fabliques com \u00e9s sumar-se a una conversa existent aportant missatges de valor, <strong>saber identificar un problema<\/strong> (en aquest cas, la frustraci\u00f3 del p\u00fablic) <strong>i oferir una resposta enginyosa<\/strong>. Air Transat no va inventar el tema, ni de bon tros, sin\u00f3 que va saber ser al lloc i al moment adequats per <strong>resoldre de manera efectiva un cas de newsjacking.<\/strong><\/p>\n<p>Aquesta Copa del M\u00f3n de la FIFA 2026 ens deixa un lli\u00e7\u00f3 clara, <strong>guanyar la conversa dep\u00e8n de saber llegir el moment i reaccionar de manera r\u00e0pida i estrat\u00e8gica<\/strong>, una cosa que poques vegades passa per casualitat i en qu\u00e8 <a href=\"https:\/\/lfchannel.com\/ca\/per-que-contractar-una-agencia-de-rrpp-es-una-opcio-rendible\/\" target=\"_blank\" rel=\"noopener\"><strong>una bona ag\u00e8ncia de relacions p\u00fabliques pot marcar la difer\u00e8ncia<\/strong><\/a>.<\/p>\n<p>A <a href=\"https:\/\/lfchannel.com\/ca\/\" target=\"_blank\" rel=\"noopener\"><strong>LF Channel<\/strong><\/a> ajudem les marques a transformar moments clau en hist\u00f2ries que connecten amb les seves audi\u00e8ncies i generen impacte. <strong>Vols descobrir com portar la teva comunicaci\u00f3 al seg\u00fcent nivell? <\/strong><a href=\"https:\/\/lfchannel.com\/ca\/contacte\/\" target=\"_blank\" rel=\"noopener\"><strong>Contacta\u2019ns<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durant bona part d&#8217;aquest any, el focus medi\u00e0tic ha estat posat en la celebraci\u00f3 de la Copa del M\u00f3n de la FIFA 2026. Marques d&#8217;arreu del m\u00f3n han volgut fer-se un lloc en la narrativa d&#8217;aquest gran esdeveniment futbol\u00edstic, atretes per la seva dimensi\u00f3 i l&#8217;enorme abast global. Avui dia, ja no cal ser patrocinador [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":14893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[47],"tags":[],"class_list":["post-14958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"El Mundial no nom\u00e9s es juga al camp: repassem les estrat\u00e8gies de comunicaci\u00f3 i relacions p\u00fabliques que han aconseguit conquerir les xarxes socials, els mitjans de comunicaci\u00f3 i les audi\u00e8ncies.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Clara Hern\u00e1ndez\"\/>\n\t<link rel=\"canonical\" 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