Galvão Bueno energizes the Tele Sena de São João campaign.
Liderança Capitalização, a company belonging to the Silvio Santos Group, combines Brazilians' passion for June festivals and football in its new campaign for the Tele Sena de São João. With an investment of R$ 3,5 million, the campaign features presenter Galvão Bueno, recently hired by SBT, where he will be part of the network's sports programming.
With the slogan "Believe it's Coming," the campaign developed by the Tele Sena creative team bets on a festive atmosphere inspired by one of the biggest popular celebrations in the country, which in 2026 takes place during the same period as the main football tournament in the world. The proposal combines the excitement of celebrating a goal in the style of the sports commentator, known for the catchphrase "have heart," with the emotion of being rewarded by the most famous capitalization title in the country.
To reinforce the message, in addition to Galvão Bueno, who is making his debut in a campaign for the brand, the digital and print ads feature the Tele Sena Piglet in a fun "pistol" version, inspired by the national team's mascot. The character appears in typical situations from June festivals and the world of football, maintaining the humorous tone of the campaign and strengthening the connection with the public during this period.
In addition to videos and advertisements, the campaign includes in-person events in strategic locations in the Northeast region: Recife and Caruaru, in Pernambuco, and Fortaleza, in Ceará. In these cities, participants will be able to spin the Prize Wheel and compete for customized Tele Sena prizes with a football theme, such as cups and drawstring bags. To further enhance interaction with the public, the brand will feature the presence of digital influencer Bosco Barroso, who will be present at the activations in Fortaleza.
“Tele Sena is part of popular culture and has a very strong connection with moments of celebration and leisure. In this edition, we sought to unite two universes that drive the passion of Brazilians in a light, fun campaign with great engagement potential,” says Renato Terzi, CEO of Liderança Capitalização.
With a multi-platform strategy to expand brand reach during the São João festivities, the initiative combines entertainment, close engagement with the audience, and experiences during one of the most popular times of the Brazilian calendar.
Click here to watch one of the campaign videos.
About Liderança Capitalização SA
Liderança Capitalização celebrated its 80th anniversary in 2025, consolidating its position as one of the leading companies in the sector in Brazil. Part of the Silvio Santos Group and administrator of Tele Sena, the company is beginning a new cycle of growth, focusing on modernizing its management and expanding partnerships. With a renewed team of executives brought in from the market, the company reinforces its commitment to innovation and sustainability. The goal is to expand its portfolio, integrating new capitalization modalities and financial products, maintaining its tradition of trust and connecting with new generations.
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