South American super soccer fans are known as HINCHAS. With beIN Sports the new US broadcaster for the prestigious Copa Libertadores, the network wanted to engage those super fans and casual soccer fans in HINCHA culture while driving tune in. Enter “Fans for Life,” with beIN Sports recruiting two HINCHAS who were willing to get a tattoo side-by-side during a Flamengo vs River Plate watch party for the Copa Libertadores Final. Both fans got tattoos, but only one would get to travel to Qatar to watch their team in the Club World Cup. The content generated was shown to millions in the US and the rest of the world through beIN SPORTS linear and social properties. The social assets created had a video completion rate of 95% and were some of the most popular stories seen on beIN SPORTS’ social channels in all of 2019.