HBO’s hit series “The Last of Us” has teamed up with Athletic Club, a Spanish soccer team, for a unique collaboration. The partnership, designed by EssenceMediacom, Max’s media agency in Spain, and supported by mStudio, GroupM’s cultural relevance unit, aimed to push boundaries and create a memorable experience. The activation was a key part of a larger media plan that brought the show’s narrative to life.
The collaboration reached its peak on April 13 during a match between Athletic Club and Rayo Vallecano. The stadium’s field was plunged into darkness, and the “The Last of Us” logo was projected onto the grass with the season’s tagline: “Every decision has a price.” The silence was then broken by the sound of “clickers,” followed by the show’s official soundtrack, accompanied by a synchronized light show across the stadium.
A Showstopping Display
The soundtrack gave way to the official trailer, and then a video montage featuring Athletic Club players Nico Williams, Unai Simón, and Gorka Guruzeta. The players wore customized jerseys with “The Last of Us” imagery, adding to the excitement. The partnership was further amplified by a massive visual display on the iconic San Mamés stadium facade, inspired by the show’s universe. This display ran from April 9 to 15, building anticipation for the big event.
The partnership was built on shared values between the show and the soccer team, including
- resistance
- identity
- authenticity
- roots
. “The Last of Us” is known for its gritty, post-apocalyptic world, and Athletic Club’s strong sense of identity and community made them a natural fit for the collaboration.