What it was like to work
at the Mineirão Stadium
Working at the largest multi-purpose venue in Belo Horizonte was one of the most challenging and delightful experiences I’ve ever had. I worked with many brands, created activations that made sense not only for the company but also for the stadium, immersed myself in the audience to understand the best deliveries, and developed segments for the clubs that were broadcast directly on Mineirão’s big screen.
There were countless shows and matches capturing content, creating activations, providing support to the clubs, and assisting the suite concessionaires. This page will give you a glimpse into my professional journey at Mineirão.
My first challenge managing brands was the return of the audience to the stadium after COVID-19. In partnership with Hermes Pardini, we worked to ensure a safe return for everyone while closely following ANVISA’s guidelines.
Conexão Celeste was the favorite for the fans. I created this segment for Cruzeiro during a great moment for the team, as they were moving up to Série A and needed a closer connection with their fans. To generate even more engagement and visibility, we invited influencer Thiago Souza to chat live with Cruzeiro supporters, with the broadcast streamed directly to Mineirão’s big screen.
One day, AMBEV gave Mineirão’s marketing team the green light to design a truly unique activation that would also help capture leads. That’s when I created Brahma’s THE WALL. Everyone who played won: if you guessed the slot where your ball would land, you won double; if you missed, you still won one prize. To participate, all you had to do was register and we reached over 11,000 registrations per game.
In this special Mother’s Day campaign with BRAHMA, we brought an important reflection: When was the last time you went to the stadium with your mom?
We invited two influencers from each club playing at Mineirão and created a new memory — sharing the joy of watching their team play in a packed stadium, alongside their mothers.
It was, of course, deeply emotional and completely unexpected.
One of the most anticipated moments for Cruzeiro fans was the promotion match to Série A. And when it finally happened, Cruzeiro celebrated in style: a BRAHMA drone show, a Conexão Celeste packed with exclusive club and sponsor giveaways, fireworks, a stadium LED light show, and a whole lot of celebration.
At Mineirão’s Football Museum, there were only the footprints and handprints of men who were and are icons of the sport — but not a single woman. That changed when we came up with the idea of opening this space to women as well. And there was no one better to start with than Formiga, a pioneer in football who continues to inspire thousands of people to this day. It was a historic milestone for the Stadium and for our team!
Another World Cup arrived at the Giant — this time, Brahma brought fans together inside the stadium to watch Brazil’s matches on big screens, with music, food, and plenty of BRAHMA. With an average of 20,000 people per day and national acts like Jota Quest, Os Menotti, and Gustavo Mioto, the atmosphere was unforgettable.
And what was my role? Content capture and the creation of exclusive activations.
Never in Mineirão’s history had so many brands come together in a single match — and this only happened thanks to the joint efforts of the commercial and marketing teams. I was responsible for managing and capturing content in real time.
In total, there were 9 brands inside and outside the stadium, also making use of the esplanade area and exclusive activations for our suite concessionaires.
All of this took place during the 2021 Copa do Brasil final. A true success!
In another activation with AMBEV, we designed something personalized to highlight the freshness of MIKE’s. During Brazil’s match, on the stadium’s esplanade, we set up exclusive booths where any adult could join the game and win a drink to try.
The results? Over 15,000 participants, more than 84,000 accounts reached just through the stadium’s social media, and 394 engagements. One key insight was that the views on the stories from this activation reached the same numbers as the story of the Brazilian national team arriving.
Our activations weren’t only about brands. One of the main goals of our communication and marketing was to increase the visibility of the stadium itself, creating institutional narratives that also resonated with our audience.
That’s why, on International Women’s Day, we designed a thoughtful activation with an unexpected dynamic, giving visibility to a group that is still a minority in stadiums. In this campaign, we asked women to listen to a message from someone truly important, themselves.
