Liberty Seguros


Liberty Seguros was at the heart of every aspect of the FIFA Confederations Cup Brazil 2013.

Liberty Seguros, a Liberty Mutual Group company, one of the world's largest insurance conglomerates was announced as a National Supporter of the 2014 FIFA World Cup™ back in May 2011, played a comprehensive role at the FIFA Confederations Cup Brazil 2013.

With interactive activities and exclusive areas for customers within the arenas, urban furniture, and hospitality packages to clients, associates and brokers, Liberty Seguros was at the heart of every aspect of the FIFA Confederations Cup Brazil 2013.

The first contact football fans with the Liberty Seguros brand happened right upon their arrival at the host cities. At the airports in Belo Horizonte, Salvador and Brasília, some scale models of cars, houses and companies circulated on the baggage carousels. Each object was related to one of the company's insurance products: automobile, life, home and large-, medium- and small-sized companies. 

Silent Running

Liberty Seguros electric cars were a standout feature at the stadium in Belo Horizonte.

Making an Impact

The Liberty Seguros brand also be featured on public transport, taxicabs, clocks and kiosks in Belo Horizonte, Brasília and Salvador. In Rio de Janeiro, Liberty Seguros featured on a blown-up ad on one of the main buildings on Avenida Conselheiro Olegário, near Estádio do Maracanã. With these actions, the company has impacted more than 30 million people.

In the stadiums in Belo Horizonte, Fortaleza, Rio de Janeiro, Brasília and Salvador in their turn, the insurance company had a stand at the fan zone, which received more than 15 thousand visits. With a 3D photo panel featuring the image of Cafu – the captain of the five-time Brazilian football team to win the FIFA World Cup™– as brand ambassador, football fans took pictures simulating their presence on the arena next to Cafu. After the photo shoot, visitors were given a card with the address to retrieve their images online. Over 12,000 exclusive kits were distributed with wing-mirror covers, backpacks, hats and the team captain armband with the company's logo.

At Belo Horizonte, Liberty Seguros, in an innovative and sole and exclusive activation, sponsored a fleet of electric cars around the stadium, with branded balloons marking the electric car route from the Local Organising Committee (LOC) car parking facility to the stadium entrance, which served nearly 8,000 people. Another activation in the host city was the balloons signalling on FIFA parking spaces.

Special Hospitality

As a means to provide a unique experience to clients, associates and brokers, the company has prepared a special hospitality program for the opening, semifinal and final matches. More than 500 guests visited several landmarks in the host cities, in addition to enjoying Liberty Seguros' exclusive areas within the arenas, many times hosted by Cafu.

Also, more than 3.000 partners, including clients, brokers, employees and NGOs had the chance to take part in this great event. All were awarded through the countless promotional campaigns and social actions held by the insurance company.

In addition, the company was present during 19 days in the media centers in Brasilia, Rio de Janeiro and Fortaleza, with 624 secure lockers, which were stamped with image of the ambassador of Liberty Seguros, Cafu, serving all journalists that were working during this period on these locations.