Celta Vigo and Prime Video Turn Balaídos Into Entertainment Activation for “The Boys”.

Roger Hampel

Image: RC Celta de Vigo

RC Celta de Vigo partnered with Prime Video and Amazon MGM Studios for a large-scale entertainment activation around the club’s match against Levante UD, transforming ABANCA Balaídos into a live promotional platform for the latest episode of “The Boys”.

The campaign included stadium takeovers, themed matchday experiences, influencer collaborations and city-centre entertainment elements linked to the Prime Video series.

Football Stadiums Continue Expanding Into Entertainment Platforms Celta Vigo

According to Celta, the activation represented one of the largest entertainment collaborations hosted at the stadium and highlighted the club’s increasing attractiveness for international entertainment and media brands.

As part of the activation, Prime Video installed one of the largest banners ever displayed in a LaLiga stadium, while scoreboards inside the venue were redesigned around the visual identity of “The Boys”.

Ten national and international content creators participated in the campaign wearing exclusive co-branded shirts developed alongside the series.

Escort Kids also appeared in themed uniforms, while the club mascot received a customised version connected to the activation.

The campaign extended beyond the stadium itself, with the character Homelander appearing around the Balaídos area as part of the promotional rollout, generating additional social media and fan engagement activity.