Amsterdam ArenA launches a new Sky Lounge dedicated to Brazilian football and culture


The famous Amsterdam ArenA, home to AFC Ajax and pioneer in the concept and management of multifunctional stadiums in Europe, launched on 26th May a new space exclusively dedicated to Brazilian football and culture in its premises.

The Brazilian Football Café Sky Lounge is the first ever Brazilian-themed box to be found in a stadium outside Brazil. The lounge will remain in place until December 2014, the year in which Brazil will host the FIFA World Cup.

The box offers visitors the unique opportunity to become familiar with the things that make the fame of Brazil, the five-times World Cup champion: its music, its cuisine, its natural riches and, of course, its football.

In an area covering 70 sq metres, visitors are able to see memorabilia such as a 1970 Brazilian National team shirt signed by captain Carlos Alberto Torres, or a replica of the cup held up by Dunga in the 1994 World Cup victory. There are also photographs of some of the most renowned moves by famous Brazilian players, and curiosities about Brazilian clubs and their biggest stars.

“The visitor will be taken on a journey through the history of Brazilian football, in an atmosphere which reflects the joy and optimism currently experienced in Brazil due to the economic boom and the fact it will be the next country to host both the World Cup and the Olympic Games”, says Pedro Paulo Luna, the designer responsible for the Brazilian Football Café Sky Lounge project.

Brazil’s colours are dominant in the lounge, and the furniture and some of the decorative objects are handcrafted and made from materials which show Brazil’s commitment to the environment: wood harvested from reforested areas, recycled aluminium and plastic made from sugar cane ethanol, a renewable source.

Football fans will also be able to become acquainted with the 12 cities hosting the 2014 FIFA World Cup, through some interactive screens, seeing the local handicraft and tasting the culinary delights of each region.

According to businesswoman Cláudia Márcia Meirelles, leader of the Brazilian Football Café project, the Sky Lounge at Amsterdam ArenA will be used for events and as a platform for business between European and Brazilian companies.

“This is one of the busiest stadiums in the world, with a yearly average of 2.1 million visitors attending matches, concerts and corporate events. It is a very important showroom both for the Brazilian Football Café and for Brazil”, she said.

The CEO of Amsterdam ArenA, Mr Henk Markerink, says: “We are delighted to host the Brazillian Football Cafè as a confirmation of the intense relations between Amsterdam ArenA and various Brazilian Stadiums, Government bodies, Football Clubs and companies. We hope to strengthen these relations through this initiative.”

The opening of the Brazilian Football Café Sky Lounge in Amsterdam ArenA which took place on 26th May, during the Netherlands v Bulgaria friendly match. The Brazilian Ambassador for the Netherlands, Mr José Artur Denot Medeiros, the CEO of Amsterdam ArenA, Mr Henk Markerink, and the ex-player and captain of the 1970 World Cup Brazilian National team and Ambassador of the Brazilian Football Café brand, Mr Carlos Alberto Torres, will all be present at the inauguration.

Brazilian Football Café

The Brazilian Football Café project is a special, flexible and innovative platform for business. It is a powerful and creative marketing tool, which aims to represent all that is best about Brazil, using Brazilian football as a catalyser. Wrapped in the pleasant world of football, the project’s main focus is to promote Brazilian products and services, and show the immense diversity of the country’s different regions.

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