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The Brazilian Marcelo Cordeiro, 42, is yet another good example of an accomplished professional who came to impact the sports industry following his graduation from the FIFA Master. The “carioca” (natural from Rio de Janeiro) graduated from the prestigious course in 2006 and is currently the Licensing Director at IMG – the giant sports and entertainment agency, part of the Endeavor network. “IMG works closely with some of the world’s top brands such as Juventus, Ducati, UFC, NFL, Sergio Tacchini, UEFA Euro 2020, Wimbledon and many others. My main task is to grow the value of IMG’s clients’ brands and/or events”, he explains.

 Marcelo feels that his biggest challenge is always to find creative solutions and good partners to put into practice various ideas that help them to develop each licensing programme in its own unique way. “Brand licensing increases consumer engagement opportunities through diversified product purchases and experiences, and that greater engagement can be a valuable contributor to consumer attention, loyalty and sales”, he explicates. “Fundamentally, brands facilitate consumer choices. A meaningful brand will resonate in the consumer's mind as reliably delivering desirable attributes. A good brand is like an old friend you know can be relied on to get a particular job done”.

He says that successfully changing his career path to work in sports is probably one of his most meaningful accomplishments. “After years working in marketing and communications I’ve decided to move into the sports industry and the FIFA Master was the path to achieve this goal”.  He continues: “The FIFA Master really helped me to get into the sports industry and re-start my career adding great value my previous experiences & personal skills in order to become part of something that had always been my objective”.

One of Marcelo’s fondest memories of the master was attending the Winter Olympics that took place in Turin, while the class was studying in the second module of the course, at SDA Bocconi, in Milan. “Being able to go to the 2006 World Cup in Germany was great too”, he remembers.

Read more of the interview with Marcelo Cordeiro:

FMA Quarterly: IMG is responsible for Juventus FC licensing. How does Cristiano Ronaldo’s move to the Italian club impacts your job - strategy, goals, etc? 

Marcelo Cordeiro: IMG represents Juventus in Asia and North America and our partnership started back in 2015. The club has substantially revised its licensee portfolio, consolidating its home market in Italy, and beginning an ambitious international development program that we are very proud to be part of and to help building. Today, Juventus continues its expansion globally and Cristiano Ronaldo’s transfer is definitely contributing to the rapid growth of Juventus' social media and brand exposure globally which has a direct impact on the brand licensing business as well.

FMAQ: Do you still remember why you did the FIFA Master? Was it worthwhile for you?

MC: I have always been fascinated by the sports industry and wanted to somehow be part of it. The FIFA Master was the way to get involved by not only learning how the industry works but also through the amazing network of people that has and still is growing over the years.

FMAQ: Are you still in touch with classmates or other alumni? How important is that network for you?

MC: Absolutely. The beauty of it is that there are alumni living literally everywhere in the globe and there are always chances to meet them. After the course most people tend to have less free time but the Alumni Association does a great job in organizing regular events that are good opportunities to always see again former graduates as well as to meet the new ones.

FMAQ: Many candidates join the FIFA Master hoping to one day do what you do. Do you have any advice for the current students of the FIFA Master?

MC: Stay focused. The FIFA Master can really help students in getting into the sports industry but it is very important that each person has a clear idea on what are their personal goals and what is the best way to get there. The industry has many opportunities, which is great, but it is also key to define how you position yourself inside of this environment.

SHORT PROFILE

Marcelo de Barros Cordeiro, Brazilian & Portuguese 

Licensing Director at IMG

FIFA Master Class: 2006

Married to: Valeria Cordeiro

Father of: Enrico, 10 y.o. and Luca, 9

Favourite sport: Football

Favourite team: CR Flamengo

Favourite sport's moment: Brazil's 1994 World Cup title against Italy (USA)