Cuiaba, the capital of the state of Mato Grosso, is located in the exact centre of South America and can therefore be considered the heart of South America. Rich in history, culture, art and gastronomy, Cuiaba is also known for its heat, which is not limited to its climate – the warm and welcoming nature of its people make it unique.
The Cuiaba poster uses bright colours to depict the joy the event brings and the gaiety of the Cuiabanos (as the locals are called), and features football through the image of the ball at the player’s foot. The ball’s movement and shapes surrounding it recall the coming together of people and their enthusiasm for the sport, especially of the 'Pantaneira' fans. Cuiaba is the gateway for the biggest floodable plain in the world – the Pantanal Matogrossense – and home to the tuiuiu bird, which is the symbol of the Pantanal region and one of the poster’s highlights. The centre of the ball features a silhouette of the state of Mato Grosso – a subtle reminder that its capital, Cuiabá, is prepared to host the largest event in its history.