Sports Marketing – The adidas vanguard for the World Cup in Brazil
Published: 23 Apr 2014
This week in GlobalSportsJobs' BRAZIL 3-SIXTYº series with adidas Group Blog, we meet Melanie Steiner, the adidas FIFA manager for the World Cup 2014, and based in Rio de Janeiro, Brazil.
Melanie leads us through all of her responsibilities working with FIFA and the Local Organising Committee, including stadium logistics and ticketing - she even gives us a little tour of the Maracana!
GlobalSportsJobs caught up with Melanie and asked her 'What has been your biggest challenge to date in coordinating such a variety of tasks for a major sporting event in a foreign country?'
"Given the size, the event itself is already a big challenge, being held in so many cities across such a big country like Brazil. The coordination of all preparations - be it our Hospitality needs, Accommodation, Transport or Security - is important to guarantee a smooth flow. Therefore you have to know cities and stadiums, meet the local authorities and especially interact a lot with the local sponsors. They are at home and know their markets best. And of course you need to know the language. Once you can communicate with your local team of suppliers in their language negotiations will go a lot better. Last but not least, another big challenge is to manage everyone’s´ expectations. Prices not always reflect the quality of products or services you may ask for but the expectation of hosting a great event is there. And in the end, when everyone celebrates on the streets, challenges during the planning phase will pay off."