“We are in a moment of sport transformation, of how the fan interacts and how we can make this experience so meaningful for the consumer. Thus, the theme of fan engagement has never been so present, requiring new strategies and innovation. In this first project, it will be essential to have the expertise of Ambev, a company that has always been present at major sporting events. It will be a differential for us to encourage the market with relationship innovations and with the experience in Arenas that are more and more technological and intelligent”.