Daniel Victorino
IN SUMMARY
In December 2025, 365Scores, Brazil’s largest sports app with more than 8 million active users, presented its coverage plan for the 2026 FIFA World Cup at the 365 Summit in Morumbis Stadium. At the center of the company’s audience-intelligence strategy is Galaxies, cited as a partner for audience-behavior analysis through Synthetic Personas. The partnership was reported by Meio & Mensagem, Brazil’s leading marketing and communications publication.
This article explains how this application works and what it says about the use of Synthetic Personas in sports marketing.
When a sports company with 8 million active users decides to build its audience-intelligence strategy for the biggest sporting event on the planet, the natural question is: how will it understand what each fan wants to see, read, and buy amid so much noise?
In December 2025, 365Scores gave a public answer to that question. During the 365 Summit, held at Morumbis Stadium with major Brazilian advertisers such as Amazon, Ford, Smart Fit, and Honda, the company presented its complete strategy for the 2026 World Cup. In that strategy, Galaxies was presented as a partner for audience-behavior analysis.
The partnership was registered by Meio & Mensagem, Brazil’s reference publication in marketing and communications. You can read the full article here: 365Scores presents a 360º plan for the World Cup, Meio & Mensagem.
Reference: 365Scores presents a 360º plan for the World Cup, Meio & Mensagem (December 2025).
What is 365Scores and why is the World Cup the central project of 2026?
365Scores is Brazil’s largest sports app by active users. Its proposal to the advertising market goes beyond selling media inventory: the company positions itself as a segmented communication channel with fans, combining app, website, social media, video, and podcast into one content ecosystem.
For the 2026 FIFA World Cup, the project begins before the first whistle. Since the group draw on December 5, 2025, the platform has already been operating with World Cup-level production: analysis, data, mini-documentaries, and special formats. The stated goal is not only to follow the conversations of the period, but to help shape some of them.
This model only works with audience precision. Knowing who uses the app at 7 a.m. before a match is different from knowing who watches the post-match content late at night. Brands that want to appear in those moments need intelligence to segment, personalize, and validate messages before media. That is exactly where Galaxies comes in.
How do Synthetic Personas work in sports marketing?
Galaxies develops and operates Nexus, a platform that generates Synthetic Personas: computational simulations of consumer profiles trained from real behavioral data, research, and psychographic modeling. Unlike traditional research panels, Synthetic Personas are continuously available, respond to specific scenarios, and can be consulted at scale without the costs and timelines of human recruitment.
In sports, this translates into concrete questions that can be answered before a campaign goes live:
How does a 28-year-old São Paulo fan who follows Brazil react to a beer-brand activation at halftime?
Is the football fan who uses the app daily the same profile that converts in sports-product e-commerce?
Which language works best for an insurance brand speaking to people who watch national-team matches in groups?
These simulations reduce testing costs, accelerate creative decision-making, and increase campaign-ROI predictability, which is especially valuable in an event with a concentrated exposure window and intense brand competition.
According to Galaxies’ own data, the Bradesco Seguros case, a product-launch validation with 600 synthetic respondents, registered 93% savings in cost per respondent, from R$17.00 to R$1.20, and delivery in 48 hours, with 91% accuracy in simulations validated against real data.
Want to understand how the platform works in practice? See our solutions page.
Why does this matter for brands advertising during the 2026 World Cup?
The 2026 World Cup will take place in the United States, Canada, and Mexico between June and July. Brazil, as always, will stop. Brands know this: the race for attention, positioning, and relevance during the tournament begins long before kickoff.
The problem is that the World Cup window concentrates a lot of noise in a short period. Brands arriving without audience intelligence tend to make two mistakes: communicating too generically and losing relevance, or segmenting poorly and investing in profiles that do not convert.
The 365Scores + Galaxies partnership addresses this problem before kickoff. Audience intelligence generated by Synthetic Personas allows 365Scores partner brands to test communication hypotheses with different fan profiles, without recruiting panels, without weeks of waiting, and within a data environment aligned with LGPD requirements.
This is especially relevant for brands that need to speak to hard-to-reach audiences in traditional research: fans who do not answer online surveys, young people who consume content only as a second screen, or high-income consumers who watch the match and make purchase decisions in the same movement.
To go deeper into how Synthetic Personas reduce cost and time in market-research projects, see the complete guide on Synthetic Personas.
What changes when a strategic partnership is cited in Meio & Mensagem?
Being cited as a strategic partner in content published by Meio & Mensagem is not a public-relations detail. It is a market signal.
Meio & Mensagem is Brazil’s leading publication specialized in marketing, media, and communications. When a company like 365Scores publicly names its audience-intelligence partnership in an event of this scale, with an audience including Ford, Amazon, Honda, SBT, and others, the named company enters the radar of marketing decision-makers who follow the publication.
For Galaxies, which works with a product that is still new in the Brazilian market, Synthetic Personas as an alternative or complement to traditional research, this visibility in a concrete high-profile context is different from any technical platform definition. It demonstrates what the product does in the field.
Want to know how other clients are using Galaxies? See our cases.
How can brands use audience intelligence while preparing for the World Cup?
If you represent a brand with communication plans for the 2026 World Cup period, a few practical scenarios deserve attention:
Do you have creative hypotheses that have not yet been tested with real audiences? Synthetic Personas can simulate reactions from specific profiles in days, not weeks.
Are you evaluating the ROI of different sports-media approaches? Our ROI calculator can help.
Do you want to understand whether your segment’s fan profile overlaps with the 365Scores audience before closing a partnership? That is exactly the type of analysis Galaxies produces.
Evaluate different sports-media approaches with our ROI calculator.
The 2026 World Cup begins in June. Audience preparation, as 365Scores has already shown, begins before the draw.
Frequently asked questions
What is the partnership between Galaxies and 365Scores?
365Scores and Galaxies formalized an audience-intelligence partnership announced in December 2025 during the 365 Summit. Galaxies provides Synthetic Personas and audience-behavior analysis to expand 365Scores’ ability to offer advanced segmentation to advertiser brands, especially for the 2026 FIFA World Cup.
What are Synthetic Personas and how do they work in sports marketing?
Synthetic Personas are computational simulations of consumer profiles created from real behavioral data, qualitative research, and psychographic modeling. In sports marketing, they allow teams to simulate how different fan profiles react to messages, formats, and communication channels before any creative production or media investment.
Which platform does Galaxies use to generate Synthetic Personas?
Galaxies operates Nexus, its AI research lab. Through Nexus, Personas are created, configured for specific contexts, and consulted to respond to communication, campaign, or product scenarios.
How does Galaxies ensure LGPD compliance?
Galaxies’ Synthetic Personas do not use personally identifiable data from real consumers in the simulation process. The company is the first in the Synthetic Persona segment to obtain ISO 27001 certification, which attests to information-security controls and compliance with regulatory requirements such as Brazil’s LGPD and Europe’s GDPR.
How can I use Galaxies to prepare World Cup 2026 campaigns?
If you have creative hypotheses, questions about audience segmentation, or want to compare communication approaches before investing in sports media, Galaxies can help with simulations in up to 48 hours. Contact our team or access /pt/roi to calculate your project’s potential return.
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