Daniel Victorino
IN SUMMARY
In December 2025, 365Scores—Brazil’s largest sports app, with over 8 million active users—unveiled its coverage plan for the 2026 FIFA World Cup at the 365 Summit event held at Morumbis Stadium. At the heart of the company’s audience intelligence strategy is Galaxies, cited as a partner in analyzing audience behavior through synthetic personas. The partnership was reported by Meio & Mensagem, the country’s leading marketing and communications publication.
This article explains how this application works and what it reveals 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, one question naturally appears: how will it understand what each fan wants to watch, 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 in attendance, the company presented its full strategy for the 2026 World Cup. In that strategy, Galaxies was presented as a partner for audience behavior analysis.
The partnership was covered by Meio & Mensagem, Brazil’s leading marketing and communications publication. 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 for 2026?
365Scores is Brazil’s largest sports app by active users. Its proposition to the advertising market goes beyond media inventory: the company positions itself as a segmented communication channel with sports fans, combining app, website, social media, video and podcasts in one content ecosystem.
For the FIFA World Cup 2026, the project starts before the opening whistle. Since the group draw on December 5, 2025, the platform has been operating at World Cup pace, producing analysis, data, mini-documentaries and special formats. The stated goal is not only to follow the conversations of the period, but to shape part of them.
That model only works with audience precision. Knowing who uses the app at 7 a.m. before a match is different from knowing who watches post-match content late at night. Brands that want to appear in those moments need intelligence to segment, personalize and validate messages before they go live. 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 with respondent panels, synthetic personas are continuously available, respond to specific scenarios and can be queried at scale without the cost and timing 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 e-commerce?
Which language works best for an insurance brand speaking to people who watch Brazil matches in groups?
These simulations reduce testing costs, accelerate creative decision-making and increase the predictability of campaign ROI, which is particularly 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, generated 93% savings in cost per respondent, from R$ 17.00 to R$ 1.20, delivery in 48 hours and a 91% accuracy rate in simulations validated against real data.
Want to understand how the platform works in practice? Visit 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, and the race for attention, positioning and relevance during the tournament starts much earlier.
The problem is that the World Cup window concentrates a lot of noise into a short period. Brands that arrive without audience intelligence tend to make one of two mistakes: either they communicate too generically and lose relevance, or they segment poorly and invest in profiles that do not convert.
The 365Scores + Galaxies partnership addresses this problem before kickoff. Audience intelligence generated by synthetic personas allows 365Scores brand partners to test communication hypotheses with different fan profiles, without panel recruitment, without weeks of waiting and within a data environment aligned with LGPD requirements.
This is especially relevant for brands that need to speak to audiences that are difficult to reach in traditional research: fans who do not answer online questionnaires, young people who consume content only on second screens and high-income consumers who watch the match and make purchase decisions in the same moment.
To go deeper into how synthetic personas reduce cost and time in market research projects, read the complete guide to 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 just a public relations detail. It is a market signal.
Meio & Mensagem is Brazil’s leading publication focused on marketing, media and communications. When a company such as 365Scores publicly names its audience intelligence partnership at an event of this scale, with an audience that included Ford, Amazon, Honda, SBT and others, that partner 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 is a demonstration of what the product does in the field.
Want to see how other clients are using Galaxies? Explore our cases.
How can brands use audience intelligence to prepare 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 the fan profile in your segment overlaps with 365Scores’ audience before closing a partnership? This is exactly the type of analysis Galaxies produces.
Evaluate different sports media approaches with our ROI calculator guide.
The 2026 World Cup starts in June. Audience preparation, as 365Scores has already shown, starts 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 advertising brands, especially for the FIFA World Cup 2026.
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 help simulate how different fan profiles react to messages, formats and communication channels before 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 answer scenarios related to communication, campaigns or products.
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 personas segment to obtain ISO 27001 certification, demonstrating information security controls and compliance with regulatory requirements such as Brazil’s LGPD and Europe’s GDPR.
How can I use Galaxies to prepare campaigns for the 2026 World Cup?
If you have creative hypotheses, audience segmentation questions or want to compare communication approaches before investing in sports media, Galaxies can help with simulations in up to 48 hours. Contact the team or visit /en/roi to estimate your project’s potential return.
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