Case Study: Lidio Carraro & FIFA World Cup 2014™

Boutique Brazilian winery Lidio Carraro attended both the 2011 and 2012 editions of the Soccerex Global Convention in Rio de Janeiro. The young and vibrant company from southern Brazil, Serra Gaúcha, has a long list of international recognition in Europe and the USA. At the start of 2012, through their involvement in Soccerex, they won the race to become the official licensed wine for the FIFA World Cup 2014™.

It was at the 2011 event that the winery was able to make contact with the key FIFA stakeholders and begin their relationship ahead of the tournament.  Speaking on the deal Patrícia Carraro, Marketing and Export Manager, explained how: “Attending Soccerex was essential to the achievement of Lidio Carraro becoming the official licensed wine for the 2014 FIFA World Cup Brazil™, because it was where the first contact between the winery and FIFA occurred in November 2011, where we were presenting the company and offering tasting to some of our wines.”

Further meetings at the 2012 event allowed Lidio Carraro to meet their contacts at FIFA in a centralised environment and allowed for the final stage of meetings to take place ahead of the announcement of the FACES project, the name of the wine that will represent Brazil in the biggest sports event of the world, as the exclusive official licensed wine for the FIFA World Cup 2014™.