New Holland Construction Joins Forces with Brazil Ladies Cup to Promote Gender Diversity in Football
NORTHAMPTON, MA / ACCESSWIRE / January 9, 2024 / CNH Industrial’s brand, New Holland Construction, has taken an active role in promoting gender diversity in football by partnering with the Brazil Ladies Cup. The tournament, which featured six major Brazilian football teams and two international teams, took place in December in Santo André (SP), Brazil, with the final held in São Paulo (SP), Brazil.
As a significant platform for women’s football in Brazil, the third edition of the tournament showcased 13 matches, all of which offered free admission to spectators. The tournament received extensive coverage, including broadcasts on closed TV channel Sportv, with the final being televised nationwide.
For New Holland Construction, this collaboration is in line with its ongoing commitment to inclusion and gender diversity. Last year, the brand introduced Juntas para Construir, a movement dedicated to promoting the inclusion of women in the construction industry. As part of this initiative, two groups of women were trained to operate backhoe loaders, creating new opportunities for women in the traditionally male-dominated construction market.
Mariana Bicalho, New Holland Construction’s Marketing Manager for Latin America, expressed the brand’s enthusiasm for sponsoring the Brazil Ladies Cup and supporting women’s football. She said, At New Holland Construction, we want to highlight female participation in traditionally male-dominated sectors and encourage gender diversity in all areas of work. Sponsoring an event like the Brazil Ladies Cup aligns perfectly with our beliefs and provides us with a great opportunity to make a positive impact.
By partnering with the Brazil Ladies Cup, New Holland Construction reiterates its dedication to leveraging sports as a catalyst for social transformation and female empowerment. Football plays a significant role in shaping society, and the brand is committed to supporting and being a part of this national passion.
Mariana concluded, Football contributes immensely to social transformation and the country’s growth, which is why we actively participate in and support this sport. Our involvement in the Brazil Ladies Cup serves as a testament to our continual commitment to social transformation and promoting gender inclusion.
With its strong connection to sports, New Holland Construction continues to champion female empowerment and inclusion, using football as a powerful tool to drive positive change.
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SOURCE: CNH Industrial
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