C.D. Leganés and the “Sponsored Balls” campaign, awarded at Cannes Lions 2025

The innovative “Sponsored Balls” campaign, carried out by C.D. Leganés and promoted by FP7 McCann Dubai for the Testicular Cancer Society, has been recognized at the prestigious Cannes Lions 2025 International Festival of Creativity. The action won a Bronze Lion in the Public Relations category for “Use of Events & Stunts”, and was a finalist in the “Breakthrough on a Budget” and “Use of Humor” subcategories.

Coinciding with April 2025, a month dedicated to testicular cancer awareness, the campaign surprised the world by incorporating, for the first time in a sports kit, the Testicular Cancer Society's purple logo on the testicular area of the C.D. Leganés player's shorts. An initiative that took place in the match against FC Barcelona, corresponding to the 31st round of LaLiga EA Sports, played at the Butarque Stadium. The original action generated a notable global media impact under the slogans #TenemosUnPar and #SponsoredBalls.

Out of 1,531 entries, only 21 campaigns won a Bronze Lion in their category. From the club, we celebrate this recognition that demonstrates the power of soccer as a loudspeaker for important causes. Proof of this is the data of an action that was seen in more than 180 countries, which generated +700% of searches on “testicular cancer”, and one million visits to the ‘Testicular Cancer Society’ website.

This award reinforces the commitment of C.D. Leganés not only with the visibility of social causes, but also with creativity, innovation and collaboration as strategic pillars for strengthening its brand internationally. A recognition that adds to the one obtained in 2024 at the AMKT National Marketing Awards, in the category of “Innovation and Technology Applied to Marketing”, for the “Inmobiliaria Butarque” campaign, in which the club's members could purchase digital plots of the stadium and obtain prizes depending on what happened in the matches.