Projects that helped reshape the market
Large-scale operations, brand activations, digital transformation and premium experiences across some of the biggest projects in sport and entertainment.
01 · Golden Goal2014 FIFA World Cup
2014 FIFA World Cup
The Sisu Group (then Golden Goal/CSM) held the broadest business portfolio with FIFA and the event's Organizing Committee at the 2014 FIFA World Cup. The project was a growth milestone for the company, involving complex operations across several fronts: - Operations and Hospitality Management: The company operated in all 12 World Cup stadiums, managing food, beverages and the guest reception process. To enable these activities, it led the recruitment of more than 20,000 professionals. - Food & Beverage (F&B): It managed the official bars in the 12 host cities, achieving record revenues for FIFA. Operational figures included serving 75 tons of food, 1 million sandwiches and 3 million cans of beer. - Infrastructure and Visual Identity: It was responsible for the signage and "Look and Feel" project across the 12 stadiums, their surroundings and airports. It also wrapped every national team bus with the slogans chosen by the public. - Brand Activations and Marketing: Mascot: It managed the official mascot Fuleco, from its public presentation to appearances at hundreds of events. - Sponsors: It delivered projects such as the Coca-Cola Camp (a camp for children from over 50 countries), Hyundai booths in stadiums and Fan Fests, and market assessments for Visa. Team Logistics: It managed the organization and operation of Australia's Base Camp in Vitória (ES) and provided similar support to the Spanish national team in Curitiba. - Street Events: It operated beverage sales at the Manaus FIFA Fan Fest throughout the 27 days of the tournament.
02 · Golden GoalOlympic Games Rio 2016
Olympic Games Rio 2016
At the Rio 2016 Olympic Games, the group consolidated its delivery capability in highly complex projects, with operations in hospitality, mascots, and themed experiences. This case study reinforces the expertise built in mega-events and large-scale operations.
03 · FëngFan Membership Program
Fan Membership Program
O Cidadão Rubro-Negro was a pioneering case in building the fan-membership concept in Brazil and South America. The initiative helped create a new relationship dynamic between clubs and fans, as well as laying the foundation for the group's future expansion into CRM and membership programs.
04 · TinmoThe rise of John Kennedy
The rise of John Kennedy
The rise of John Kennedy reinforced TINMO's capability to also operate in building prominent sporting trajectories. The case symbolizes the company's strength in career and image management during decisive moments.
05 · Golden GoalMajor concerts and festivals
Major concerts and festivals
The Sisu Group consolidated its presence in the entertainment market through benefits platforms, arena hospitality and the direct management of major cultural events. Key highlights in this area include: - Km de Vantagens (2012): the group was a fundamental pillar in structuring the football and concerts platform of Brazil's largest loyalty program, managing everything from the redemption strategy to ticket fulfillment. - Concert Hospitality: through Champions Club, the group offers exclusive experiences and semi-private environments during major national and international concerts held in stadiums. In addition, the Hospitality Hub, launched in 2021, gives corporate clients easy access to a vast entertainment catalog including concerts and theater plays. - Major Festivals: in 2024, the company took over the management and coordination of the Festival Sesc de Inverno, one of Rio de Janeiro's most traditional events. Held across 24 locations, the festival attracted more than 700,000 people, becoming the largest edition in the event's history under the group's supervision. - Themed House Experiences: during Rio 2016, venues such as the Holland Heineken House and the PyeongChang House presented diverse programming with concerts and international DJs managed by the company.
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