Brazilian football association hires PR help

Clube dos 13, the association of Brazil's top 20 soccer clubs, has hired AllComm Partners to handle its PR.

According to Mario Henrique Viana, a partner in the agency, the account is the result of months of negotiations which began during a sports seminar organized by AllComm last year.

'The media relations effort was traditionally focused on the sports sections. We convinced them to change the focus to the business sections and are working to increase the associations space in [business daily] Gazeta Mercantil, rather than [sports daily] O Lance,' said Viana.

As well as media relations the agency will provide media training and content for the association's web site (

Erich Beting will head the new account, reporting to Viana. They will report to Clube dos 13's executive director Mauro Holzmann.

The association was founded by the 13 clubs in Brazil with the largest number of fans in 1987, and grew to incorporate seven further clubs. It negotiates, on behalf of the clubs, rights for the Brazilian Championship, the country's top sports league.

Local media giant Organizacoes Globo currently has exclusive rights for the league and pays an annual amount of US$65 million, plus a variable free for pay per view rights. Clube dos 13 has plans to create a club's pay-TV channel, which would be distributed domestically and abroad.

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