MAM
Apex-Brasil is 2014 soccer WC sponsor
MUMBAI: Soccer‘s governing body Fifa has announced the latest addition to its group of sponsors, with Brazilian Trade and Investment agency, Apex-Brasil, agreeing to a deal to become the fifth National Supporter of the Fifa Confederations Cup Brazil 2013 and the 2014 Fifa World Cup Brazil.
The agreement provides Apex-Brasil with the opportunity to showcase Brazilian industry in general as well as promoting Brazil as an innovative and sustainable country. The two events will facilitate Apex-Brasil‘s mission to bring together Brazilian businesses and potential foreign investors, with a view to strengthening business ties and securing investment.
Brazilian Minister of Sport, Aldo Rebelo, highlighted the relevance of the partnership established between Apex-Brasil and Fifa. “In addition to being one of the world´s biggest sporting events, the Fifa World Cup also features a major opportunity for its host country. Thanks to Apex-Brasil‘s valuable initiative, Brazilian products and services, cutting-edge technology, gastronomy and fashion will be showcased at an exceptional promotion station which is to be set up during the event. And the country shall take advantage of this unique opportunity, which adds to its economy and its image perception worldwide.”
Brazil‘s Minister of Sport Aldo Rebelo said, “Thanks to Apex-Brasil‘s valuable initiative, Brazilian products and services, cutting-edge technology, gastronomy and fashion will be showcased at an exceptional promotion station which is to be set up during the event.
Apex-Brasil president Mauricio Borges reflected on the agreement, stating, “The trade promotion actions to be implemented during the Fifa World Cup and the FIFA Confederations Cup encompass unparalleled opportunities for us to present an innovative Brazil to the world, a country capable of organizing major sporting events and of developing products and services with high added value and unique design.”
Fifa marketing director, Thierry Weil commented on the agreement, saying, “It gives us great pleasure to welcome Apex-Brasil as the latest National Supporter of the Fifa Confederations Cup 2013 and the 2014 Fifa World Cup. The events present Apex-Brasil with the ideal platform to position Brazil as an attractive business destination. We truly have a common goal – to focus the eyes of the world on Brazil, showcasing the strength of this unique country.”
The agreement with Apex-Brasil represents the penultimate partnership to be signed in the build up to Brazil 2014, with Fifa‘s sponsorship structure now almost complete. All global sponsorship slots are occupied, with just one National Supporter space left to fill.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
