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World Cup host city appoints communications agency

14 May 2012 | Posted in Agencies, Soccer, South America | By Michael Long

The Brazilian City of Belo Horizonte has appointed MLA True Communications, the Brazilian sister company of international sports marketing and communications agency Vero Communications, to support its promotional and communications plans in the lead up to the 2014 Fifa World Cup.

The third largest metropolitan area in Brazil, Belo Horizonte and specifically its Mineirão Stadium are currently scheduled to host at least three matches in the 2013 Fifa Confederations Cup and six matches in the 2014 Fifa World Cup, including one of the semi finals.

Belo Horizonte mayor Marcio Lacerda said the partnership “will pave the way for Belo Horizonte to become a not-to-be-missed destination within Brazil.”

Flávia Rohlfs, the host city’s executive co-ordinator for the showpiece tournament, 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.”

Vero chairman Mike Lee OBE 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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