Club Deportivo Municipal: The Thousand Sponsors of Muni

From Bankruptcy To The Pitch

The campaign was born from a desperate need to secure S/ 750,000 to prevent the total dissolution of the club. By democratizing the jersey, McCann Lima transformed the kit into a living document of the local economy. Each of the 1,000 micro-spaces was not merely a logo placement but a verified partnership, requiring each business to sign a formal contract with the club. This legal framework ensured that the "Thousand Sponsors" were not just donors, but official stakeholders in the club's survival.

Designing The Grid

The production process required meticulous precision. Fértil Lima and Nativo Post Lima had to ensure that every single one of the 1,000 logos remained legible and high-quality when printed on the fabric. The design team created a custom digital grid system that allowed businesses to upload their logos and select their specific tier—ranging from the Plan U entry-level square to the larger Plan S—in real-time. This digital-to-physical workflow was essential to managing the sheer volume of assets while maintaining the aesthetic integrity of the iconic "Muni" jersey.

A Community-Led Rescue

The project’s success relied on the deep emotional connection between the club and its fans. By allowing local shops—from neighborhood bakeries to small hardware stores—to appear on the same jersey as the players, the campaign turned the team into a literal representation of the community. This collective effort not only funded the Liga 3 registration and player salaries but also provided a platform for local businesses to gain visibility during the club's 90th anniversary year. The result was a sustainable model that proved a club’s value lies in its people, not just its corporate partners.