iFood broadcast the Women's World Cup inside its delivery app

iFood, Brazil's food-delivery giant, had a moment bigger than any ad buy: the women's FIFA World Cup. Rather than competing with broadcasters for attention, it asked what it already owned.

It partnered with CazéTV and streamed the tournament inside the iFood app, broadcasting more than 60 matches. The app stopped being just a menu and became a live sports venue.

The result was a commerce-meets-entertainment flywheel: viewers were already hungry and already in the ordering environment, and iFood reported a 23% boost in orders. The campaign won the Cannes Creative Commerce Gold Lion and a Silver in Entertainment Lions for Sport.

Make the app the broadcast venue

The order button was right next to the game, so the impulse converted in-place.

iFood owned the distribution, so the reach cost it no ad inventory.

It turned an event everyone watched into a reason to open the app, not a reason to leave it.

The content was the tournament itself — nobody had to be sold on watching.

Any owner of a distribution channel can become a media channel with no ad buyers. Where your app already sits inside a ritual, drop in the content that ritual wants, and the commerce is one tap away.

'Audience Delivery' became a reference for 'entertainment commerce', showing a platform can host content instead of renting it. It won three Cannes Lions in 2024 (Creative Commerce Gold, Entertainment Lions for Sport Silver) and led iFood to keep building live sports and entertainment inside the app.