The archive · Marketing & Growth · Marketing decision · 2026
Águila lets fans shrink the price by growing its logo — Colombia jersey from $150 to $20
Colombia's $150 World Cup shirt priced out its fans, so Águila made the jersey cheaper the bigger its logo got — down to $20.
Cerveza Águila (Bavaria Colombia, AB InBev)
What it had to solve
Colombia's official jersey for the 2026 World Cup cost around $150, making it the most expensive Colombia shirt ever and equal to roughly a quarter of a minimum monthly wage — out of reach for many of the fans expected to wear it. Águila, sponsor of the national team, wanted its sponsorship to feel useful instead of imposed.
How it works
For the 2026 World Cup, Colombia's official national team jersey retailed at around $150 — the most expensive Colombia shirt ever released, and roughly a quarter of a minimum monthly wage in the country. That put the shirt beyond many of the fans who would actually wear it during the tournament, just as World Cup excitement peaked.
Águila, the national team's beer sponsor, inverted the usual sponsorship logic with DAVID Bogotá and Madrid. Resize the Price let each fan set their own price by choosing how much brand visibility they would carry: the bigger the Águila logo printed on the chest, the cheaper the shirt, with the most heavily branded version priced around $20 — up to 87% off. Sponsorship exposure became a currency the fan could spend.
The mechanics made the trade transparent: a near-official shirt with minimal branding stayed close to full price, while fans willing to wear a much larger logo received a dramatic discount. The campaign was part of Águila's wider 'Fichaje nacional' World Cup platform, and the exchange proved instantly legible — registration slots sold out in 116 minutes.
The result was striking: 93.4% of buyers voluntarily picked the largest-logo version, and coverage of the campaign reported 10,254 registered users, a conversion rate about 17 times Águila's previous best and 96% positive sentiment. Cannes Lions 2026 gave the idea a Gold in Entertainment Lions for Sport — reported as Colombia's first Gold at the festival — plus Bronze in Direct and Bronze in Creative Commerce.
Why it lands
- The campaign turned a sponsorship cost into a benefit: instead of fans paying to display a logo, the logo paid the fan, reversing the usual value flow.
- It answered a real tension — the most passionate fans could not afford the official shirt — with a mechanism, not a discount coupon.
- The self-selection was the proof: when 93.4% chose the biggest logo, Águila learned fans will volunteer maximum exposure when the trade is explicit and fair.
- Making the price dynamic around a physical product attribute turned every shirt into a billboard the buyer had chosen, which amplified the sponsorship beyond the transaction.
What it did
The offer's registration slots sold out in 116 minutes, and 93.4% of buyers voluntarily picked the version with the largest logo; industry coverage reported 10,254 registered users, a conversion rate about 17 times Águila's previous best campaign and 96% positive sentiment. Cannes Lions 2026 gave the work a Gold in Entertainment Lions for Sport — reported as Colombia's first Gold of the festival — plus Bronze in Direct and Bronze in Creative Commerce.
What you can take
Make the sponsorship itself the offer: when logo size is the discount slider, fans choose the biggest logo on purpose — brand visibility becomes value instead of an imposition.
Since then
Resize the Price became a signature sponsorship idea of the 2026 World Cup cycle and Colombia's first Gold at the 2026 Cannes Lions, adding Bronze in Direct and Bronze in Creative Commerce. Trade coverage framed it as a template for useful sponsorship: rather than merely appearing on shirts, the brand made its visibility the discount. The 93.4% uptake of the largest logo was cited as proof that consumers will accept heavier branding when the deal is explicit, and Águila said the campaign strengthened its association with the national team.
Sources
- DAVID lidera una jornada de seis metales para España en Cannes Lions (incluye Resize the Price)
- The Bigger the Beer Logo, the Cheaper Colombia's World Cup Jersey Gets
- Resize The Price — Bavaria Colombia (awards and credits page)
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