Art, sport, and culture united to mark the countdown to the FIFA Women's World Cup 2027™
In partnership with Dionisio.AG, Effect Sport led the nationwide operation behind the project that officially marked the 365-day countdown to the world's biggest women's football event.
In just ten days of production, eight permanent murals were unveiled simultaneously across the Host Cities, celebrating diversity, female empowerment and Brazil's cultural identity.
Watch the process video
Brazil as an open-air gallery
Belo Horizonte, Brasília, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador and São Paulo were transformed by artistic interventions inspired by the unique identity of each Host City and the power of women's football.
The murals were brought to life through the collaboration of Brazilian artists from across the country, connecting football, culture and local identity in a symbolic moment as Brazil prepares to host the FIFA Women's World Cup™ for the very first time.
The original artworks were created by Massuelen Cristina, Izzy Credo, Tereza de Quinta, Carla Barth, Bella Galvão, Paula Cruz, Aju Paraguassu and Aline Bispo, and were brought to life by leading figures in Brazilian contemporary urban art, including Babi Lopes, Bina, Danirampe, Dinha Ribeiro, Edaz, Erica da Silva Rodrigues, Fênix, Jade Matos, Jaque Vieira, Jê, Makina De Rabisko, Marcos Asher, Naiana Nati, NIAD, Octa, Preta, Sage, Sajuli, Thejo and Videira, bringing together 28 artists in a large-scale collaborative operation.
Beyond creating the murals, the challenge was to coordinate a simultaneous nationwide operation involving multiple teams, artists, suppliers and partners.
Effect Sport led the planning and overall management of the operation alongside FIFA, ensuring every stage was seamlessly coordinated and that all eight murals were completed in time to officially mark the beginning of the countdown to the FIFA Women’s World Cup Brazil 2027™.
A legacy for people
The murals celebrate female protagonism inside and outside of sports, bringing the population closer to the Women's World Cup even before the start of the competition and valorizing Brazilian female artists through urban art.
A legacy for the cities
The eight interventions will permanently integrate into the urban landscape of the host cities, strengthening the connection between sport, culture, and territory, and leaving a landmark of the first FIFA Women's World Cup in South America.
Let the countdown begin!
More than just an artistic delivery, the project officially kicked off the countdown to the FIFA Women's World Cup Brazil 2027™. A nationwide operation that brought together strategy, production, management, and creativity to transform a sporting milestone into a permanent cultural legacy for the country. This is just the first step for Effect Sport in building experiences surrounding the FIFA Women's World Cup Brazil 2027™.
