FP7 McCann combats cancer in ‘ballsy’ campaign during CD Leganés vs. Barcelona FC game

During a sold-out La Liga showdown against FC Barcelona, CD Leganés made history — not for goals scored, but for where they placed the the Testicular Cancer Society’s logo — as part of its Sponsored Balls campaign brought to life by FP7 McCann.

In a cheeky and powerful move, the club unveiled a testicular-region sponsorship, with the logo directly on players’ shorts — in the exact region the disease affects. The Sponsored Balls campaign was created by FP7McCann to mark Testicular Cancer Awareness Month and spark a conversation that millions of men often avoid.

Federico Fanti, Regional Chief Creative Officer, FP7McCann MENAT, said, “In football, every inch of the kit is branded, from sleeves to socks, but no one’s ever dared to sponsor the area that actually matters for this conversation. So, we found the ultimate white space in sponsorship, one that perfectly aligned message and medium. Its power lies in simplicity of the idea: put the message where men need to look — on themselves, while watching the thing they love most: the beautiful game.”

Rollout of the cancer awareness campaign: From billboards to broadcasts

Sponsored Balls flips the script, placing attention not on the sponsor itself, but on the cause — men’s health. In a sport saturated with logos, this previously untouched zone became the most meaningful,

The Testicular Cancer Society’s logo, a simple cherry-like design in purple color was placed at the center of the players’ shorts. Subtle in execution but bold in implication, the placement turned an often-ignored space into a direct and powerful reminder: check yourself.

Accompanying the visual was the rallying cry #TenemosUnPar (“We have a pair”) — a message broadcast across stadium signage, digital billboards, and live broadcasts, encouraging men to take the conversation online, share stories, and more importantly, check themselves.

CD Leganés captain Sergio González, who led the team in the now-iconic shorts, said, “Football gives us a platform few others have. Some teammates didn’t even know how to check themselves before this. Now they do. If showing our pair helps save even one life — that’s a win beyond football.”

Testicular cancer is the most common cancer in young men — yet remains one of the least talked about. Despite 1 in 250 men being diagnosed, awareness and regular self-exams are dangerously low.

That’s the insight that sparked this campaign: if men aren’t looking down there on their own, maybe football can give them a reason to.

Michael Craycraft, founder of the Testicular Cancer Society, called the stunt “the most effective few seconds in testicular cancer awareness history,” adding: “We’ve spent years trying to normalise self-exams through traditional means, reaching thousands. This campaign reached millions in one shot — getting people talking like never before.”

Impact of the Sponsored Balls campaign

The campaign witnessed an immediate, measurable impact with  #TenemosUnPar trending within within minutes of kickoff.

More than two million unique visitors reportedly landed on the Testicular Cancer Society website, which is more than what the website has witnessed in the past three years combined.

‘Sponsored Balls’ builds on last year’s award-winning “Highlight Your Balls” initiative, which turned wall setups in free-kick highlights into self-check tutorials.

Craycraft closed with a global challenge: “This campaign changed how we reach men who need this message most. With CD Leganés leading the way, we’re calling on clubs around the world to dedicate just one match to this cause. The impact could be lifesaving.”

CREDITS:

Client: Testicular Cancer Society and CD Leganés Football Club

Creative agency: FP7 McCann

Creative Excellence: McCann WorldGroup

Production: FP7 McCann Dubai

 Production: Blou Studio

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