Punch Pay turned punch power in the ring into beer discounts for fans at home. By engineering gloves with real-time sensors, Spaten measured the impact of each landed strike and instantly converted it into dynamic coupons delivered during the broadcast. Debuting at Brazil's biggest fight event, the mechanic linked the intensity of the fight to the consumption moment of a cold, strong beer.
Creatively, it broke category lines. Instead of passively sponsoring the fight, Spaten became part of the action. It added utility to media and emotion to data. It introduced telemetry where none existed and gave fans a reason to stay engaged — with the fight and the brand. And it went beyond the original challenge, turning a traditional sponsorship into a live retail experience. Fans didn't just watch a fight, they got to feel it, punch by punch.
Creatively, it broke category lines. Instead of passively sponsoring the fight, Spaten became part of the action. It added utility to media and emotion to data. It introduced telemetry where none existed and gave fans a reason to stay engaged — with the fight and the brand. And it went beyond the original challenge, turning a traditional sponsorship into a live retail experience. Fans didn't just watch a fight, they got to feel it, punch by punch.
