The World’s First Equality Cup

McDonald’s Uruguay and Cámara TBWA, together with the Uruguayan Football Association (AUF), have created the first cup aimed to achieving gender equality in sport with a simple solution.

Marketing/Creative Services
Montevideo, Uruguay
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With a promise to change the world of football, McDonald’s Uruguay and Cámara TBWA have created The AUF EQUALITY CUP. This is the first official competition in football history that sums up the score of the women’s football league and the score of the men’s football league to determine the winning team.

While men’s football has great coverage in media, sponsors, and massive support from fans, women’s football continues to be in the shadows. The AUF Equality Cup seeks to change this, promoting greater visibility of the women’s championship, understanding this as the first step to break barriers and promote equal opportunities for players, regardless of their gender.


"The AUF Equality Cup seeks to unite the passion for soccer without separating men and women, giving more visibility and support to women's football.", said Paula Espasandín, Communications Manager of Arcos Dorados Uruguay.

The National Football Club became champion of the first edition of the AUF Equality Cup with 124 points, followed by Club Atlético Peñarol with 97 points. The captain of the women’s team, Josefina Villanueva, and the Best Young Talent, Franco Fagundez, of the men’s team of Club Nacional de Football accepted the trophy at an awards ceremony last night.

The AUF Equality Cup has sparked interest among fans and clubs to add a new title, thus achieving greater visibility and as a result greater support from institutions and brands for Women’s Football. "We are very proud to have carried out this initiative, which aims to help equality in soccer and in sport as a whole." said Marcelo Debernardi CEO of Cámara TBWA.

AUF Equality Cup, a unique champion: Gender equality in football (and hopefully in other sports as well).


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