Marfrig, the Brazilian food group, is to sponsor the country’s football team and has secured a deal to sponsor the World Cup to be hosted in South Africa this summer.
The company, which announced the deals today (14 April), signed the tie-up through its Seara brand.
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The agreements last until the end of 2014, the year when Brazil will host that year’s World Cup.
Marfrig’s Seara brand already has links to football. Since February, Seara has been the official sponsor of local club Santos, Pele’s former team.
“Football is a great passion worldwide and the sport helps improve quality of life and bring people together. And this is perfectly aligned with our communication strategy for the Seara brand, which offers healthy, delicious and high-quality food to consumers worldwide,” said Marcos Antonio Molina dos Santos, Marfrig’s CEO and chairman.
Marfrig subsidiary and UK chicken producer Moy Park will see its name flash up around the pitch throughout the matches involving England, France and the Netherlands during this summer’s World Cuo in South Africa.
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