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In 2021, leading Brazilian soft drinks brand and women’s national football team sponsor Guaraná Antarctica leveraged the Tokyo Olympics, ambushed official IOC partner and major competitor Coca-Cola and championed women’s football through an initiative called #StuckInThe80s, which spanned player appearances, packaging and an integrated ad campaign to highlight the degree of funding inequality between women’s and men’s football in Brazil and building support for a parliamentary bill legislating for gender equality in sporting prize money.
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