By Andrew Warshaw
May 14 – Belo Horizonte, the south-eastern Brazilian city scheduled to stage six matches at the 2014 World Cup, have appointed MLA True Communications, sister company of Vero Communications, to support its international promotions campaign in the build-up to the tournament.
Vero is headed by Olympic and Paralympic Games and World Cup bid guru Mike Lee and the deal will help put one of the World Cup’s less publicised cities on the map just as Brazil 2014 and FIFA have struck a vital new agreement aimed at improved cooperation after months of discord.
Belo Horizonte (pictured above) is home to three leading Brazilian clubs – Cruzeiro, Atlético Mineiro and América – and commenting on MLA’s appointment, Flávia Rohlfs, executive coordinator of the 2014 FIFA World Cup Brazil, Host City Belo Horizonte, said: “The VERO/MLA team possess all of the right credentials to help support our overall international strategy for Belo Horizonte ahead of the 2014 FIFA World Cup.”
“We want to make the most of the opportunities that this major sporting event will bring to our city and showcase to the world what Belo Horizonte has to offer to football federations and fans alike.
“We are excited about working with Mike Lee and his team and achieving our goals together.”
Lee (pictured above) added: “As the attention of the world turns to Brazil and the host cities of the next FIFA World Cup, we will be working in a strong partnership to increase the city’s profile on the international stage.”
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