International Centre for
Sports Studies

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Mon. 14 June 2021


Juliana Raquel Catanho Correa

Current Position: FIFA Senior Brand Manager

Year of graduation: 2008 (8th edition)

Nationality: Brazilian / Portuguese

What does your current role involve?

I currently work as a Senior Brand Manager at FIFA. I am responsible for FIFA Event brands, with a special focus on the FIFA World Cup. This entails the development of each tournament brand, from strategic positioning and visual identity development to the implementation of brands across different touchpoints. For example, promotional activities, event dressing and trophy tours.

For development work with all of our brands, and especially at the FIFA World Cup and FIFA Women’s World Cup, we work to develop sustainable brand awareness through distinctive assets and coherent story telling. This includes designing impactful 360 tournament experiences – both online and offline - to be executed consistently across all channels and touchpoints.

In my role I work closely with the Local Organizing Committee and other local entities to ensure they are properly aligned and buying into our brands. I also work with various internal stakeholders who will deliver the event onsite. 

Which aspects of the FIFA Master course have helped you most in your career?

The course was a very important transition point in my career. I previously worked in the banking sector and completing the FIFA Master was my stepping stone into the sports industry.

The main asset of the course is the network you can build. From the people you meet during your studies to the FIFA Master Alumni, who are spread through a vast range of fields and can be found across the world. 

What advice would you give to future students on the course?

Be open to different experiences and don’t only focus on current opportunities. Instead think, where could this lead me to in the future? That will then be a good measure if it is a worthwhile opportunity for you.

Also, use the network that the course provides wisely. Focus on properly getting to know who your fellow alumni are, and not necessarily what they do. This can change with time. 

FIFA Master - International Master in Management, Law and Humanities of Sport, ranked No.1 Course in Europe 2012, 2013, 2014, 2015, 2017, 2018, 2019 and 2020 by the SportBusiness International global rankings.

Organised by CIES in partnership with De Montfort University (United Kingdom), SDA Bocconi School of Management (Italy) and the University of Neuchâtel (Switzerland).

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