Industry Sports Event Management – Copa das Agências (Agencies Cup)

Situation
Informal football matches among advertising professionals in Porto Alegre grew into a recurring community activity involving agencies, consultancies and suppliers, often expanding into social gatherings for families. What started as a hobby began to show potential to become a larger, structured initiative for the communications sector.

Task
As the group decided to turn the hobby into a formal inter-agency tournament, the project needed to be professionalised into a well-governed, safe and financially viable event. The demand included creating clear rules, documentation, sponsorship and budget structure, and a repeatable execution model—while balancing volunteer capacity with day-to-day agency work.

Action
I volunteered to support the organising committee by helping establish governance and roles, drafting the event regulations and operational documents, structuring the project plan and timeline, supporting budget control and sponsorship packages, coordinating stakeholders (participants, sponsors, partners and authorities), managing risk and contingency planning, and leading communications, media relations, content production and on-site operational coordination across key event moments.

Results
The Agencies Cup evolved from an informal initiative into a professionally managed industry event, becoming part of the official annual calendar of the regional advertising sector. It achieved continuity over multiple yearly editions, with the first six delivered with my direct involvement, and established a sustainable operational and sponsorship model. The event generated consistent media coverage, strong agency engagement, recognised industry awards, and long-term impact on professional networking, wellbeing and collaborative culture within the communications market.