Brahma gives Brazilian football fans their money back when a beer delivery pulls them away from the screen just as their team scores. The brand checks the time each order is handed over against the time of every goal. When the two line up, the fan gets the money back as cashback.
The Moment Every Fan Dreads
Every football fan in Brazil knows the scene. The match is tight, the doorbell rings, and by the time the beer is in hand, the replay is already running. For Brahma, that moment had a commercial twist. Many of those deliveries come through Zé Delivery, the drinks app run by Brahma’s parent company Ambev.
The brand worked with agency Africa Creative to turn that small, familiar frustration into a reason to stay loyal. The idea is called Unwatched Goals.
How Brahma Knew Who Missed It
The system pulls live match data from a sports feed and connects it to Zé Delivery order logs. Each goal’s timestamp is checked against the moment a delivery is marked complete. When an order arrives while the fan’s own team is scoring, the app flags it.
The fan does not need to file a claim or prove anything. A message arrives in the app explaining that the goal was missed and that the money is coming back as cashback. Since the launch in April 2026, the feature has run automatically on every order.
What About the Goals Already Missed
Brahma also looked backwards. Before switching the feature on for future orders, the team went through past order history and compensated more than 3,000 fans who had already lost a goal to the doorbell.
The scale of that audit shows how common the problem is. The team monitored more than 2.7 million orders and analysed over 802,000 users. It found 2,959 unwatched goals across 257 matches.
The Platform Behind the Promise
The refunds sit inside Sociedade Anônima Brahma, or SAB, a fan platform the brand launched in 2025 and which former Brazil striker Ronaldo presides over. When fans buy Brahma through Zé Delivery, they pick a club at checkout. A share of every purchase, starting at 10%, goes to that club at no extra cost to the buyer.
Guilherme de Almeida, Brahma’s marketing director, said at launch that SAB had already invested more than R$18 million in Brazilian football. He added that part of that money was generated at decisive moments in matches when many fans were away from the screen.
The platform started with 14 clubs and had grown to 29 by August 2026. In its first year, it reported more than 1 million participants and over R$24 million paid to partner clubs.
What Brahma Gets in Return
Brahma already sells beer to fans watching at home, and it already knows when each order lands. Unwatched Goals connects those delivery records to the rhythm of the game. It shows fans that the brand is following the match as closely as they are.
The design keeps everything inside one app. The order, the missed goal, the apology and the cashback all live in Zé Delivery, the same place the next order gets placed. For a fan who just heard the neighbours cheer through the wall, the refund message arrives as the one consolation a beer brand can credibly offer.
Campaign Name: Unwatched Goals
Agency Name: Africa Creative
Brand Name: Brahma (with Zé Delivery)
Location: Brazil (launched April 2026)
