By Tom Degun
May 25 – London-based international sport business consultancy Vero Communications, founded by Mike Lee (pictured), has announced the launch of their first overseas office in Rio de Janeiro in Brazil, which formally opens today under the company name MLA True Communications.
Vero was established in January 2006 by Lee, the former director of communications and public affairs during London’s successful 2012 Olympic bid, to offer, what he claims, is campaigning style communications, brand positioning, campaign planning and media relations solutions to clients.
Drawing on Vero’s experience, which includes the successful Rio 2016 Olympic Bid campaign, MLA True Communications will look to capitalise on sports industry opportunities in Brazil ahead of the 2014 FIFA World Cup and the Rio 2016 Olympic and Paralympic Games.
“Brazil’s presence on the world stage is greater than ever and we are keen to be part of that ahead of the World Cup and Olympic Games,” said Lee, the chairman of Vero.
“I have had a fantastic experience working with the Rio 2016 team and we are now thrilled to launch MLA True Communications to offer our services in Brazil – a dynamic country in an exciting stage of its growth.”
MLA True Communications will be headed up by Hettie Paul, who has been appointed to lead and develop the consultancy’s Brazilian operation.
“Brazil is an amazing place to be right now, both in sporting and economic terms and I am looking forward to maximising the creative opportunities that lie ahead with organisations and companies in Brazil, the UK and across the world who want to develop their presence,” said Paul.
Paul joins Vero as Brazil manager having worked in the marketing and communications industry for the past ten years representing globally recognised brands such as Nestlé, Pernod Ricard and Cadbury’s.
“Hettie is an excellent appointment for us,” Lee said.
“She brings all of the right credentials to the job, coupled with a passion for the country and I believe she will make a real contribution to the continued development of the Brazilian sports market.”
Vero played a key role in the controversial decision to take the FIFA World Cup to Qatar last year and were involved in the recent move to bring the World Artistic Gymnastics Championships to Scotland in 2015.
Vero’s current clients include Rio 2016, the Pyeongchang 2018 Bid Committee, the International Rugby Board, the International Cricket Council, the Qatar Olympic Committee and UK Sport.
Lee also attracted controversy when he worked on Tottenham Hotspur’s unsuccessful bid to take over the Olympic Stadium.
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